Up until the 2nd loss to Usyk he was in the mix at the top of the division, fighting for world titles in huge fights and getting paid crazy money. If and when he loses to Fury that's over. Yes, he'll still get offered good money to fight Wilder (a fight I don't think he'll take) and even Whyte but it will be at a completely different level to what he's used to. Does Joshua have the motivation to go through tough training camps to fight these guys knowing that he'll never get back to the top of the division, all while getting paid a fraction of what he's used to earning?
Joshua the good heavyweight that's been beaten 3 times on the bounce, has no titles and no prospect of fighting for any, doesn't have the same mass market appeal as Joshua the superstar that's only been beaten once, avenged that defeat and is now on the hunt to become undisputed.
I've no doubt that Hearn will want to milk every penny out of him, creating narratives and hyping **** fights but will Joshua really want to do that? I have my doubts.