The X games style events, which were mostly invented by Canadian and American teenagers in the past 2 decades are extremely popular event, and the Olympics is wise to add them, rather than just continuing with military exercises that were done in pre-World War II Northern Europe.
If they don't do things to keep US TV viewers interested there won't be any damned Olympics so this crap is here to stay.
The Winter Olympics are the less popular games so they needed to do something to help bring in younger viewers. Sure the US has done very well in those events but it looks like other countries are starting to catch up.
Like the IOC would do anything to help the US.