more money for the lower tier guys to remain in the sport and improve themselves for the ultimate prize - the top tier guys aren't going to cross over for the sort of money that would be available.
more exposure of the ifbb brand worldwide and ifbb athletes in unchartered markets.
more incentive for non ifbb guys to qualify for ifbb status - once they compete and perhaps beat a few ifbb guys they'll be dying to qualify and come across to test themselves against the best.
i'm not saying that other pros such as pdi pros can compete in ifbb shows without qualifying for a pro card- they still have to qualify through npc or their own countries ifbb federation.
having said that, the ifbb should STOP giving cards to guys winning mr france etc and start holding annual regional pro card qualifiers to improve the standard - eg britian, france, spain - group 1, germany, italy, austria, group 2....etc etc