What’s the marketing logic behind so many Earth Lanterns ?

From a marketing standpoint, I don’t really get it. Green Lantern can sell well in the right era, but it’s not a franchise that consistently supports even its four main Earth Lanterns: Hal, John, Guy and Kyle. So why keep adding more?

Now we have Hal, John, Guy, Kyle, Simon, Jessica, Jo, and even Teen Lantern depending on how broadly you count it.

I’m not saying these characters are bad. I just don’t understand the strategy. With Batman, the “family” approach makes sense because the brand is huge enough to support multiple spin-off characters. With Green Lantern, it sometimes feels like DC is multiplying leads before making the existing ones essential.

For me it's dilute the brand. If a casual reader asks “who is Green Lantern?”, the answer is already complicated.

Wouldn’t it be smarter to clearly define the Lanterns they already have instead of creating a new Earth Lantern every few years ? Especially since there are also hundreds of interesting non-human Lanterns that have been created over the years?