Because some people think the MSQ cutscenes are garbage and they were bribed to attend that roulette for the rewards. As long as the rewards persist, the skipping won't stop. If the rewards are removed, MSQ instantly becomes the least popular roulette. Square loses either way due to their poor upkeep of this content. You can't control them due to the incentives.

As for people undercutting, they're doing what they want because they want to. You don't need to understand them; they do what they want. You have no control over them.