I've struggled with this question for years, and haven't been able to come up with an answer I feel good about, so the "correct" answer is probably, "consider the person's tastes and cater to them."
I do believe that it's probably not a good idea to start with the "best" episodes - they tend to break the usual format, and once you've seen them, there's nowhere to go but down.
Instead, I'm on a continuous search for the most "average" episodes - solid, enjoyable, and representative of what the series and franchise are as a whole. But I still don't have a simple answer.
It took me forever to find the story, but I think what happened is that they sit down the Paramount+, which handled "publicity, photo, events, awards, talent relations, etc.".
Those roles have been offloaded to the studio (CBS Studios), and I guess this event, and probably the recent Universal thing, have been put together by them?