With art it is a bit more complex than that. Think of a photographer. Many people love photography, not all people love wedding photography, for example. It is not a great idea to have someone who loathes wedding photography as the photographer at your wedding. But, there's no shortage of photographers who don't like weddings working it because it is the most predictable and lucrative income source for a professional photographer. The results will depend on the level of professionalism of the party involved, sure they are doing it for money. But it is not hard to imagine that a photographer who actively enjoys the subject matter will turn out a more satisfying result than someone who, however professional, is only going through the motions. This is how many a couple end up with boring cookie cutter photos of the most important ceremony of their romantic relationship and quickly end up burying it in a basement or closet somewhere, never to be seen again.

I also assuming that there are countless talented people who love the source material, and better to give them a chance than giving it to someone who just makes content.

I am not going with "hire fans" bullshit, just that there are so many actual directors in the industry who already have a passion for it, so it is just a marketing choice to hire someone for the name.

Art is art, not content, when it is turned to content we get slop like those movies.