Let’s say you have a bagel store that’s doing nice business. I open one next to you and give away bagels for free.
My business is trash, I’m burning cash by opening the store every morning. Let’s say I’ve got deep pockets and your pockets are only as deep as the success of your operations.
If my bagels are good enough (and they don’t have to be as good as yours), my cash-burning model will draw your customers to me: I’m disrupting your business. The former soundness of your model no longer matters. I’ll monetize my bagels when your shop closes.
When new entrants in a space have liquidity to withstand losses and willingness to absorb them, they can be very destructive to existing business.
I don’t know how it will play out, but I wouldn’t count out LIV just because they’re burning money. Sometimes that’s the point.
But to date the PGA's bagels aren't being impacted. Their payouts and ad sales have never been higher. In many respects, it's actually made them stronger.