A game having two main uninterrupted halves is one of those foundational facts. Players train for being able to play for that long without getting too thirsty to continue.
I don't often watch football outside the world cup. I don't support any teams. But I know how football is meant to be played, and I was definitely annoyed about the hydration breaks.
Does USA have people that don't follow american football but will watch the Superbowl? Would those people notice if there were three times as many breaks as usual?
Well...many if not most of the people who don't follow NFL and watch the Super Bowl are watching it for the half time show and ads, so more breaks would make them happy, heh.