Inefficiency costs money. Every operation on the Ethereum Virtual Machine costs “gas”. They’d have to get someone to pay for all that gas used.
Yuga is able to get people to pay because they have the top “brand” in NFT’s currently.
It's all limited by fees. Typically, users would see the high fees and choose not to interact with the contract. It seems during this sale, FOMO outstripped the incredibly (negligently) high expense.