The cognitive dissonance is that if Blizzard is citing numbers such as "7 MILLION SIGNED UP FOR OW CLOSED BETA" (before flags were even handed to streamers)
then why on earth would they care about marketing an unfinished game and over saturating the airspace with 24/7 footage?
these streamers actually provide little value to them and they may of lost preorders rather than gaining them... it is not like OW twitch numbers went UP over time and you never saw the viewership of those streamers permanently crossing over to OW if there was barely any conversion then it was POINTLESS.
I could understand a game from a company that has less brand recognition than Blizzard taking this approach but in this context it makes 0 fucking sense.