Jordan Donnelly - athlete innovation lead at ON - has been on a bonus show on Inside Running Podcast, and was asked about NOT10k's...
He said, not speaking in an official ON capacity, that it may be due to Nike (although he didnt name them) putting pressure on UKA (who he also didnt name, but referred to a governing body), because of ONs involvement with the event and how the unnamed shoe company didnt like the unnamed federations biggest event being supported by another shoe brand.
He also said this may or may not have caused issues with the attempted at creating an XC version of NOT10k's at Parliament Hill this year, which ended up being a bit of a flop.
Obviously he has a lot of biases and spoke very highly of the NOT10k organisers, but feels like this might be a thread worth following further, if there was some journalists somewhere round here?