My throughts on whats going on
SIS wasnt charting enough or doing that well commerically, hence why HxG choose to do a complete 180 aesthetic and concept wise. Looking at the sales and chart numbers for SIS, Beautifull Chaos and Wild (so far) this is evident
Foreign artists in the United States must pay a 30% gross withholding tax on their earnings in the USA, hence why a lot of Kpop groups are trying to focus more on Europe and South America. Hence why Wild has songs like a Euro techno pop Pinky up and Brazilian phonk Hootie Frutti to appeal to those markets. Plus Latin inspired music is trending in general. Gabriella was the guinea pig of trying to get in the Latin marketed and it was wildley succesfull, same for Gnarly and techno/EDM/hyperpop so HxG are putting all their eggs in those 2 baskets.
During Dream Academy mission 3, they had 3 different concept videos. Buttons was way more popular then the other 2. You can chalk that up to the dance trend that went viral on TikTok, but for HxG that signals that a Buttons type of concept is what the people wanted.
When Manon went on hiatus, there were still at least 2 active brand deals for Katseye which included all 6 members: Gap and Matrix hair care. Hence why Gap releases a Manon hoodie and Manon is still being used in Matrix promotional material. Both brands paid for the rights to use campaigns of the 6 members. If HxG fires any of the the members while the brand deal is still active, they have to pay damages to the respective brand. Hence why they can not come out with a statement regarding Manon.
Katseye is actually very media trained, but in a way to steer up drama and controversy which keeps people talking. Also them saying that Wild is the most autentic to them and their favorite concept is just coperate parotting. Sure, they can maybe actually like their current concept but when they talk about it they are on the payroll so ofcourse they will be positive.
Continuation of point 2, Daniella is pushed as a center now to appeal to the Latin market. That is an understandable move from HxG. But that makes me question why Megan isnt getting the European push for her being part Swedish. Is it because she was already marketed as the Chinese one? I get that she is mainly very much American and prior to Dream Acdemy/Katseye didnt even know basic Catonese. But to me this seems like a marketing misser from HxG.