I think that's part of it. Collect the best players for legitimacy, have the matches on, say, YouTube (which is "free"), and build up a brand that then starts charging in one way or another via sponsorships and/or premium subscriptions, merch, memberships, tickets, etc, etc. If so, this stage is primarily market research.Or maybe it's one of those situations where you hope you can build a brand whilst losing money with the aim of monetising it later (a pretty risky approach to business).
I suspect we'll find out what they have planned in due time. I just hope this isn't yet another hit and run leaving the players holding the bag that the pool world has seen before.