Yes they technically can any time they want for money, but I was thinking more along the lines of how it has degraded the sport of boxing to the point that thousands of amateurs believe they can hold their own against professional fighters, simply because Floyd played pattycake with a celeb for a payday.
It would like if Brian Scalabrine went easy on his opponents in his "Scallenges" so that everyone with an IG thought they could 1v1 vs NBA stars. Even washed NBA bench guys have too much pride in their sport to allow clowns like Paul to think they have a chance of really beating them.
Media is changing though.
For a sizable part of the population, they are watching way more YT, Twitch, Instagram, etc. than they are network tv or cable or PPV sporting events. For those people shit like the Paul brothers is boxing, the Professor Live is basketball, etc. I don't know how big of a number that is, but clearly it is enough to set up weird ass PPV for fights. It might transition to other one off sporting events or even new games altogether.
Remember its entertainment at the end of the day.
I have no interest in this stuff but it seems like there is a real market for this stuff and YouTubers and corporations are finding a way to monetize it.