Actually it does matter for MMO. If player A that's active but only play 2 hours a week and no set schedule/static, then he is less involved in this game than player B that's active and log on everyday to do event.
If you look at the numbers, they pay same $13 a month and they have same contribution, but in reality, player A isn't a stable customer, they can cancel account for any reason. I've seen players like this for years, they play on and off, doesn't care about progress. Sometimes they're just returning player missing this game, but unable to get involved due to lack of time. They don't have any static nor connection, and not involved in LS events. They can go to any other MMO if new MMO released, and never come back. And they would cancel their account to save money if they get real busy.
Most important of all, if SE going to release a harder content that requires an alliance, they will not join. They may join once or twice for fun, but they will never get involved and static with anyone because they can't and don't want to.
On the other hand, those who owns 95+ R/E/M, maybe have a mule or 2(so yes, more income for SE too), often have a static a couple of days a week. So they won't quit just that easily, even there's another new MMO.
If SE going to release more content, it's those dedicated that would go for it, not those less involved in this game, period. Because I've seen enough come and go players that never made it to +2 /empy stage and quit, nor interested in ANY newer event. Resetting gears won't appeal them, because the main purpose to reset gears is to get them to do newer/harder content, which they're not interested to begin with.
From salesperson's prospective, you want to keep dedicated players around, and try to make casual players involved, instead of just come and go.
And once all that dedicated players left, there are no reason come and go players don't come and go faster when everything gets harder.
My LS is full of come and go players, at least 90% of them are. They've been doing Abyssea since it's out, and still doing Abyssea now, because they come and go so those players are replaced every once a while.
As one of the player that doesn't come and go, I often drag them to static with me, or help them get gears, things like this sometimes get them involved in the game and less likely to come and go anymore. So out of maybe 20 come and go players, 1 stayed and joined a static, and became a more stable customer.
Say if I leave, so does every other dedicated players in same LS. Those come and go players won't have anyone to static with for any harder content, and they just come and go faster. Do you think erasing the concept of R/E/M made them stay? No. Ppl in my LS still do Abyssea and CN party, they rarely go to SoA area, ever, even after SoA release. And they certainly have no intention to deal with delve/reive NMs, nor hitting tree root for 2hr even if there are no R/E/M. They need a static to do event to stay, they need someone ask them "wanna do delve every day at 9PM?", they need a push from more dedicated players, then maybe one day when they have the resources they'd become dedicated players themselves.
And now they just likely to leave faster because even if they do have the time to become a more dedicated player, they won't find anyone to do event with, and would just ended up quitting for another game.
tl;dr
If I'm managing an MMO, I don't want players that pay $13 a months that may* cancel sub anytime they want. I want players that pay $13 a month, and often drag more friends to pay more $13 a month to play together, and I want players willing to pay more than $13 a month for mules. Paying for $13 a month but may cancel anytime just isn't what I would aim for


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