i think the answer to these questions is that the defeat to Ruiz (& more so the defeats to Usyk) have woken him up & made him realise how 1 or 2 fights per year (usually against old men) has not helped him establish himself as the best boxing in the world, which was what he was being led to believe he was about 4 years ago by 'yes men ' and hordes of casual fans.
Bad promotion. Hearn talked him up and his fans. Similar thing happened to Khan years ago, in my opinion.