I assume it's just a cash grab targeted at UEFA's CL/EL restructuring. They want a stronger negotiating hand in that argument - that is to say, they want to be allowed to dictate more of the format, finance and timing.
It's understandable - they are the fundraisers and UEFA probably forget that. Even if they back off now, it's a warning that we'll be hearing these threat driven restructuring negotiations for a while.
If it's supposed to be serious attempt to recreate European football on the image of the US franchise model, then it sucks and I hope they get hammered in the fallout.