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For one, all it does is display weakness, like Avex knows her number 1 streak is extremely fragile and two, it just makes for a more exciting time overall.
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It displays what they're willing to do to maintain the streak for Ayu more than weakness imo, haha. If you think about it, she's had number one singles for the past 7 years [8 or 9 if Daybreak weren't released, but let's not get into that.] and losing the streak now would be lame, haha. I'm sure B'z/KinKi Kids/etc. try to schedule on days without much competition either to maintain their perfect records too. Fukuyama's single came from nowhere and wasn't even supposed to come out according to PR.
And as for an exciting time, if Masaharu smashes Ayu in the first two days, that's anything but exciting.