Gram clips get more views than full parts and reach broader audiences. It's an advertiser's wet dream. My wife works in social media marketing and they can pay an influencer $5K for a story and get 2M impressions and ~200K shares OR they can pay that much for a single day ad on a website and get 3M impressions. The shares and engagement are where it's at. Gets and keeps people talking. Whether we like it or not it's more efficient and full lengths are really just for a narrower audience of skaters.
My Dad sent me a picture of TJ ollie'ing over the Ferrari, but he definitely didn't watch Cherry.
Maybe people on Slap don't love King graphics, but I bet once they get more distribution they will become a brand that a lot of kids buy when they're getting one of their first setups just because they've seen a lot of TJ's more "viral" clips.