FIFA is a non-profit organization, they absolutely are not.
It's a mix of hubris, desire for more money to give them more influence, and pure zombie-brained neoliberal ideology that leads them to add more game inventory to their golden goose, devaluing the product be damned.
When a drug dealer cuts their product with baking soda, it's exactly the same thing.
The class of people that control sports have it in their head that these are untouchable assets that can just be bled for money ad infinitum. The next couple of decades will be a cavalcade of desecration of all traditions and propriety in these games in order to squeeze one last drop of revenue growth, and that process will test, and I predict disprove, that hypothesis.