They did their own PPV which Jericho made a surprise appearance at, his first non-WWE appearance in the US in nearly 2 decades, and then Khan started to get involved shortly after that because AEW was officially launched months later.
I don’t think the Elite had any doubts about their ability to sell out a PPV, and I don’t doubt Matt or whoever was pushing to go even further. But I could see why there would be trepidation from some of the group turning it into an actual promotion when the chance came. IIRC the guys were all making good money between NJPW/ROH so it’s not really a surprise that Khan would’ve had to sell them on the vision, no matter how much money he said would be thrown at the project you’re still taking something of a leap of faith.
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