This is the BBL/20Twenty mentality. I can't decide for myself if they are trying to drive a market demand, or responding to it. Rugby League used to be gladiatorial. Fans appreciated good defensive efforts in the past, but due to recent legal issues regarding former players' health, there is certainly a reason to try to protect the health of the players. So, changing the sport towards one where players focus on attack, rather than defense (i.e. big hits) is in the interest of the NRL.
I have noticed that some posters here also prefer the fanciful football more than the grind, and for inviting new fans to the game, it is far easier to attract them with successful attacking plays, rather than with gritty, desperate defensive, low-scoring matches.