Jeff's business model relies more on ETH than Bitcoin:
"The current launch plan includes launching on Ethereum chain, which will require paying ETH to obtain MTN tokens"
20% pre-mine
price starts at 1.67 ETH per MTN token
Remember Tezos? That raised a quarter of a billion dollars. There is way more money in making an ICO and saying "Bitcoin is broken! You need [new coin]!"
Brian makes money when you convert USD/BTC/ETH into USD/BTC/ETH. They announced they are adding more coins soon.
The main "2x" supporter runs "Grayscale Ethereum Classic Investment Trust" and tries to sell investors on a coin that nobody has ever used for anything ever.
The people who are "all in" on Bitcoin (the developers for example) think the "2x" fork is a terrible terrible idea. The people who are heavily invested in other coins want the "2x" fork to happen.