It's about growth potential. Melbourne is growing faster than anywhere else in Australia, but 7% of Melbourne's growth (the share of total Melbourne club memberships that each of North, Saints and Bulldogs make up) is less than the growth of Western Sydney or SEQ. And 7% of Melbourne's population is a lot less than the population of either of those areas.This has never made sense to me. Everyone says Melbourne is flooded but a) Population is still growing and b) Demand is still there. A club like North or St Kilda who everyone seems to want to kill off still has far more support than a Giants, Lions, Suns etc.
I don't believe in killing off any clubs (although I think some Melbourne clubs would be financially better off merging, so they could be the size of a powerhouse club rather than a minnow. But that won't happen). I'm just saying, there's a reason why the AFL will try their best not to kill off the expansion teams, the potential reward is greater than what the Melbourne minnows could ever become.