I look at it this way......why isn't it the fact that everyone is doing it , force enough ?

I mean really what are you gearing up for ? I could run a Snow Cloak in all i90 , and do Shiva with nothing but ST gear like is that what it all encases for casual players ?
I don't know I don't why players aren't coiling I actually see it as more of the ''story'' and not the end game side quest its made out to be.