I'm not talking about canon. The point is that you're defining the question wrong, because it's not "the IP holder" who usually makes that decision, it's the creative people who work for them. You're ascribing creative decisions to the businesspeople, telescoping a whole hierarchy down to an imaginary single decision-maker, and that's just not how it works.
What you're saying is the equivalent of assuming that the Commanding Admiral of Starfleet is responsible for deciding who goes on a landing party to a planet surface. No. The captain or first officer of the individual ship makes that decision. It's not Starfleet as a monolithic entity that decides, it's the specific person responsible for that specific ship, several levels of hierarchy below the heads of the whole organization. By the same token, the "IP holders" of a corporation are responsible for the overall business strategy of the company as a whole. It's the individual showrunners, several layers of hierarchy below them, who make decisions about what stories are told in the individual shows. They have to answer to their bosses, sure, and their bosses can reject their ideas and tell them to come up with something different, but the whole reason bosses have employees is so they don't have to make every single decision themselves.
Which is exactly why it's such a terrible and misleading analogy for fictional continuity, and should never, ever be taken literally in that context.