You say that, but... they added loot drops specifically due to a segment of their players whining about the game not having them. Up to that point, I'd just assumed that the game wasn't targeting those sorts of players. I think the loot drops are well done and it's fun finding the occasional nice piece of loot (found a Chosen Heavy Armor II that has a long cooldown, but basically grants invulnerability for its 7 seconds of duration), but not having loot drops and players crafting everything was supposed to be a major draw for Firefall.
I think the problem is that if they want to make Firefall financially successful (and given the scope of the project, I think they
have to do this to see a return on their investment), they can't be content to appeal just to a relatively small niche of players - there has to be broader-ranged appeal. It's possible that thumping, ARES missions, etc will be able to provide that, but since Firefall is F2P, they have to try and convince those players to spend money on starter packs and Red Beans; how often have you felt like buying Red Beans to be able to do ARES missions, thumpers, and other stuff like that?
This is assuming that Firefall doesn't become a successful eSports franchise, though; I think the gameplay is anemic and boring as hell to watch, but if it does find success, I imagine the income from that would allow them to do mostly whatever they want