Its simple. Genres are a marketing tool now.
Genres have ALWAYS been a marketing tool. For artists, labels, music journalists, etc. If you aren't part of a new genre you likely aren't part of a new chapter of music history either. This is all musical darwinism anyway. As soon as something becomes stale it must evolve, get newer attributes, a new genre or style name and people who actively take up this music as well. If you don't it becomes stale and dies out. There are plenty of dead genres like ambient house, dutch trancecore, and acid house which don't really exist anymore and that's just how music is, especially electronic.