It appears that Adam's appeal and fame far surpasses the figure skating world by this point. And there's not huge amounts of money or activity happening for pro skaters. He obviously has his sights set on other goals and realms beyond skating, while also not completely forgetting his athletic career origins.
Adam's success beyond skating has been stratospheric. He's been offered multiple opportunities, which has positioned him in ways that has taken him in unique directions and on a busy path involving new friendships. That's not unusual. Sadly, Adam and Ashley were never able to share going to the Olympics together, as they had likely hoped. In 2014, Adam was odd-man out, and he faced some serious soul-searching regarding how to move forward. He ended up coming back stronger and more determined.
In 2018, Ashley was odd-woman out, facing the end of her competitive career with all the soul searching that entails. For Ashley, her period of self-reflection and coming back more determined happened in 2010. But Gracie Gold's career trajectory coincided with Ashley's, which complicated how Ashley's accomplishments have been viewed, since Gracie was seen as having more talent.
In any case, both Ash and Adam have similar career trajectories, but his public success was greater post his Olympics. Ash was there for Adam when he was down, but he couldn't be there in the same way for her post 2018 Olympics, as she seemingly had been there for him in 2014. This is based purely on my observations, and on comments they have made.
ETA:
The article didn't go into detail about their relationship. It just used past tense in mentioning they 'were' very close. They both said some months ago that they had a chance to talk and work through their different emotions and circumstances that have impacted their friendship.
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