So why the rush? Who will benefit? Is it the ability to encode and charge per program that they are lusting after?
Yes.
They also want to be able to prevent people from recording, an industry dream that goes all the way back to Betamax days. ATSC 3.0 provides the opportunity for them to circumvent the Supreme Court's decision in Sony Corp. of America v. Universal City Studios, Inc. which affirmed the consumer's right to record, but did not address anything about broadcasters encrypting their signals, even if that would make recording them impossible.
Finally, if all of this ends up pushing OTA viewers to other platforms such as cable or OTT providers that pay carriage fees, or DTC streaming platforms that rake in direct subscription fees, then the broadcasters and studios would gladly celebrate that. The ulterior motive seems to be making free OTA TV as unattractive as possible for that reason, and paywalling content for anyone left.