The article I linked mentions Hall taking issue with the conditions of the lift and some social media beef:
Itíll also take place from his gym in Reykjavik, on his own time frame, without any of the other inconveniences that come with open strongman competition. In a way, itíll feel like a sprinter trying to set a world record by running a 9.57-second 100-meter dash alone at a local track. Hall, who set his record at the World Deadlift Championships competing against a group of other athletes, has taken issue with the circumstances surrounding the lift. He and Bjornsson have developed a YouTube beef.