The thing about MATILDA is that it doesn't need an award sweep to solidify its business. It's a big, splashy, family-oriented musical with ecstatic critical praise, good word of mouth, and an all but guaranteed Best Musical win. Yes, I'm sure they expected the Tony voters to follow the path of the Olivier Awards, but a loss in other categories will do nothing to hurt their show. The Best Musical category is the only one that matters at the end of the day.
Personally, I would give it every award it's going to be nominated for (except Sound, which I agree is a bit sloppy), but that's me.
Backfire how? Are people NOT going to buy tickets if it doesn't win every award? Are people going to return the tickets they already purchased?
If we're not having fun, then why are we doing it?
These are DISCUSSION boards, not mutual admiration boards. Discussion only occurs when we are willing to hear what others are thinking, regardless of whether it is alignment to our own thoughts.