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I agree that it is very doubtful that Avex would ever dump Ayu, unless her sales took a severe plummet and she was no longer useful to them. I do however think that there is at the very least resentment from Avex towards Ayu. I don't know how the higher ups, share holders etc could not have been at least slightly miffed over the incident last year with Max and Ayu both threatening to leave. So in order to make Ayu stay, they make Max president. I don't think Ayu did anything wrong - Max is her mentor and the one that discovered her, she should follow him wherever he goes. But it showed just how much power Ayumi holds over Avex and I doubt Avex likes that much.
So while the Alterna PV was obviously made with Avex's consent, it doesn't mean that there is no actual strife between them.
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