They keep expecting contestants to have rivalries and conflicts. They don't seem to love each other, but they are somehwat bonding and have a casual friendliness. They aren't a confrontational bunch, except for Jimmy who just has severe anger issues more than being confrontational. I'm not sure what production plans to do to fix this. Telling them "be entertaining" isn't working.
The fish supposedly saw the winning strategy last season, conflict was popular but keeping your head down won. Letty was coached and sort of a part of staff by the end so she got money too. Is that what they're doing with Jimmy now? Because for the others, it is hard to just start shit with people you don't really have any with. And they don't realize they competing with each other on a show... or, again, they think keeping their head down will win. And in their defense, any fish that the majority turns against leaves. JC, Cole, TJ may be the next example. Jet has told some of them they can't Lone Wolf it but then they get cut off from everyone but Shinji.
I also think all of them expect to make online content creator careers from their fans after this so worrying about what the audience thinks guides their decisions. Jet called this out last night actually. Be yourself but be entertaining! And early on Jet straight up told Tayleigh to not worry about acting like a streamer and to just live in the house. But be entertaining and make content. So mixed messages there, champ.
Since they don't have any organic beef (ah HAA!) with each other and won't start shit for reasons speculated above, production is going to have to force it inorganically. They have tried a few times though, it didn't stick. Do they need to go with more frequent small challenges to increase competition, or a few very cutthroat ones? If they want the fish to hate each other and fight they need to give them a reason instead of expecting it over the $50k. Fish are stuck in the day-to-day mentality. Production needs to sit down and brainstorm, actually go over each fish's weakness (which we know by now), how to exploit those in the context of the game/show, do it equally, and give incentive for them to be ugly and chisel each other down.