The idea has been, presumably, to acquire much more TV licensing money from outside Europe, where people are not so much interested in the smaller "local" clubs

The idea has been, presumably, to acquire much more TV licensing money from outside Europe, where people are not so much interested in the smaller "local" clubs; so they would pay more for seeing high-profile clubs against each other all the time. In comparison: in current leagues, each team plays each other team twice per year. If you have only 2-3 internationally known top clubs (like in the German Bundesliga), that adds up to 2 to 8 "top games" in a season. Also, these top clubs in the ESL would distribute all that additional money among themselves instead of sharing it with the smaller ones.