It might have originally been for TV. I find it adds another dimension to archery...when else to you get to shoot direct against an opponent. It also gives you the opportunity to shoot against the creme de la creme. Last year I was knocked out by some exceptional archers (e.g. Chris White). This year with 12 arrow passes instead of 18 it could give the underdog more of a chance.
Of course, if you beleive that you will get knocked out straight away then you probably will
