They need to at least give it a try, Jay Z has to make peace with Haymon otherwise he's leaving his fighter very limited options at the weight.
Because there is a fair number of fans who only support a category of boxers which Wards falls in. Those fans want what's best for Ward career-wise and that's taking on a smaller guy who is a big name. Therefore there is zero talk about Ward facing top SMWs coming from their side. Another group is fans who only support type of boxers where GGG and Kovalev belong. Those fans want Ward to face Kovalev for similar reasons, thus once again there is little talk about Ward facing the top guys in his own division. Those 2 groups of fans are the most extreme in this situation and the most vocal, so it appears that most of the talk is either concering Ward-GGG or Ward-Kovalev. Who should Ward really be fighting are DeGale and Dirrell. Remember, Ring/Lineal is vacant at 168. Ward is not the king.