The way I see it is the EPL want a way to inject advertising into the game slowly like the yanks do it.
Then on the other side the refs are doing everything they can to kill it.
I live in the US so I'm used to commercials being thrown in my face during every sporting event (I'm still convinced that actual football isn't popular here because tv networks didn't want to show a sport where they couldn't shove commercials in your face constantly, people here that aren't sports fans actually watch the NFL Super Bowl for the fucking commercials...) and I was joking to my girlfriend during that long stoppage that if this nonsense continues they are just going to slap a 3-5 minute VAR commercial break in for every review in the future. Then we will have another commercial break at 45 and 90 minutes before the 15+ minutes of stoppage time that will be required from all the previous breaks.