I'm certain ESPN is doing all of this to engage with new viewers and make more money. It's almost like a perfect storm, big (& bad) tv contracts have them anchored, they're dependent on viewers (aka subscribers), providers have non-ESPN packages giving consumers choice, there are many cord cutting options giving more choice, and ESPN's programming sucks (they need viewers, aka subscribers). The downside, they have those big tv contracts and I like watching college football and AFAIK, you still can't get SECN w/o the big packages << big problem.
I don't know that I'd ever go back to watching ESPN like I used to, it's just not that important to me...but I'm changing, not due to ESPN's agenda, but due to my own agenda. I'm tired of paying $1000+/year for tv service.