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Didn't the Rams volunteer to give up a home game to be in London every year? I think that this is actually a case where the Rams made the decision, for the same reason that you cited. They'd rather sell out in London, and get some consideration from the league (I think?) than not sell out at home.
For a team going through a rough patch, it might be a good idea to sell out a game in London, pocket the cash and bank a few brownie points with the League.
But offering to do it "every year" kind of sounds like a team has given up on improving or is in a bad market; are you sure that they actually did that or is it just an internet or mediots rumor?