Maybe many of the potential viewers remember the scam last year when the previews said that Joe would pick the final person, but in fact the show was complete fill, delaying the actual final another week. Many people on the boards vowed never to watch JM again.
Unlikely that had much effect.
One problem I see is the 8:00 pm (Eastern Time) time slot--this is pretty uncommon for a Reality TV show. Many people I know that planned to watch tuned in at 9:00 pm only to see that it was already over.
Finally, I think that the concept of this show makes it a bit unpleasant to watch. It is one thing to watch a show where people are trying to find love. It is quite another to watch a show built around a huge lie. It is the sort of train wreck you watch once because you can't believe that someone would actually do such a thing, but you don't have much desire to watch that train wreck again.