I'm not surprised by these results at all.
Given that we have seen first hand how lucrative the League Cup can be, I'm surprised at the 'extension of pre-season' narrative we've witnessed under McKinnon and subsequently Hopkin. Win your group and you're two matches, one of which you are seeded for, away from being at Hampden for a national cup semi final. It's also worth noting that, according to the red tops anyway, the League Cup prize pot is higher than the Scottish Cup. The League Cup has potential to earn the club a lot of revenue early in the season. Why are we shunning this opportunity because we can't/won't arrange a couple more pre-season friendlies?
As for the Challenge Cup, there are two main reasons why I'd like the club to treat the competition more seriously. The first is the potential for a novelty away day, turning up at some bin town in Wales or Ireland and pumping them would be excellent. The second is that for a club of our size, winning the Challenge Cup is a realistic aim. I know including the Colt teams is a nonsense, but it's still a tournament that we should be capable of winning. We're the most underachieving full time club in Scotland, who the fuck are we to turn our noses up at any cup success?
A more overarching point is that Morton as a club are, generally speaking, mainstays in the second tier. I think we can all agree that supporting Morton can be repetitive and stale at times. A cup run, whether as substantial as Jim Duffy taking us to Hampden or simply a weekend on the piss with our mates in Sligo in the Challenge Cup, would be an excellent for the club. We also have an aging fanbase who, like all clubs, need to entice younger supporters into forming an emotional attachment to the club.
Morton, MCT and Morton in the Community can have all the soft marketing outcomes they like, nothing engages and inspires young football fans more than success. If you want to put more bums in seats every second Saturday then making cup success a priority will go a long way to achieving that.