Why are Everton using this unusual kick-off technique?

“Kiernan Dewsbury-Hall was speaking to the media after Everton’s 2-0 win against Burnley on Tuesday when Rodrigo Gomes scored for Wolverhampton Wanderers against the home side’s Merseyside rivals Liverpool. The loud cheers from fans in the concourses and corporate lounges at Hill Dickinson Stadium in response to that goal temporarily shifted attention away from the post-game debrief with broadcaster TNT Sports. …”
NY Times/The Athletic (Video)