The event has advertising everywhere which creates an income stream. If its free I accept their will be advertising, if I am paying then I would not accept the adds. It's clear the new owners are aiming to monetise the content and are fishing for what wold be acceptable.
If they have an honest conversation with the community, I am sure they will get the answers with out the ill will.
The Pink Bike team are doing their best to be positive about the change however with not detail being positive is very difficult. Trusting large organisation does not have a good history.