The NFL has always done weird things, but they make a ton of money doing it.
It doesn't hurt the NFL, it "hurts" other businesses that have paid for Superbowl broadcast rights.
I have an employee who is also a bartender. At their bar, they have food, drinks and Superbowl on large screen for $60 per person.
I don't know how much they pay to be able to broadcast the game. But you must know that the bar would be pissed if a church next door was broadcasting it free with a large sign out front WATCH SUPERBOWL FREE HERE.