I love match play, too, but the masses don't. While researching my book on Minnesota golf clubs, I encountered the information that Midland Hills (St. Paul) pro Wally Mund was given co-credit (along with Horton Smith) for convincing the PGA to switch from match play to medal play -- as though this was one of his crowning career achievements.
It was hard to find anyone in the '60s who lamented the PGA tour's all-medal format. Maybe Wally was influenced by the 1950 U.S. Amateur, played at Minneapolis Golf Club, in which Arnold Palmer lost his first-round match to Frank Stranahan, Charlie Coe went out early, and Stranahan bored the dwindling crowds as the week went on, hammering his opponents, until being upset in the 39-hole final by unknown Sam Urzetta.
The big TV money is petrified of weeks like that, and they don't believe the odds are very good that Tiger will meet Phil in the finals.