Imagine you're the IP Holder and tv network who owns the two characters in a m|m ship that a year after the show ended still keeps landing at the #1 ship on a large website that is a fan friendly, fan oriented space, and winds up as the #1 ship of the year a year after the show ended.
In every official PR, you've erased the work of queer authors and allies on the writing team who worked on the show who wrote the ship, who took it from accidental, to subtext, to increasingly loud subtext, to loudly queer coded, to overtly textual points, and then you burned a massive chunk of the show's base. Who contributed greatly to lighting the show up on social media, who spent money on conventions, who spent money on merch, who helped keep the show on the air, whose OTP involving two main characters trended higher than the US presidential election on twitter the night the episode aired where one of them finally confessed their love for the other. And then you imposed onto the creative team stifling on any mention of that confession and that character wasn't seen again and barely mentioned again for the series finale of the entire show that ran for 15 seasons and he was a main character for 12.
Meanwhile, some of your competitors, who could buy out your network that has increasingly dwindling ratings, acknowledge the ship.
The official account of the large website acknowledges the ship.
Celebrities acknowledge the ship.
The official accounts of several major US restaurant chains and a lube company acknowledge the ship.
The organizer of a large convention acknowledges the ship.
A large audience worldwide ships the ship.
Several international official dubbing teams acknowledges the ship.
Several major entertainment/culture sites acknowledge the ship.
But not you. Oh no. You erase the ship from mention in any official PR materials or DVD extras and there is no press about the ship. You make sure that on your officially licensed con stages no one is allowed to say the ship is canon. No one is allowed to say there's anything romantic to it at all, from either character, not even from the one who had the very loud dramatic confession. In any space where you have vested interest, everyone has to play your game pretending none of it happened, in a way that outright goes against the canon, the actual crafted story, which was not exactly subtle, you're even okay if queer fans who shipped the ship are disrespected, despite them pouring revenue into the franchise by attending your conventions, buying your merch, adding to your profits, raising the show's profile on social media platforms.
Go you, IP holder and tv network, you geniuses.