Originally Posted by
Darknessvamp
Because these aren't loyalty rewards, they're sales boosters.
I dunno, maybe "In that spirit of unity, and as a token of our appreciation," for everyone who's played the game during the year meaning it's actually a community reward instead of a sales promotion. Not to mention it's more likely to encourage players to buy Shadowlands without directly stating "Buy it or lose out". People are more favorable towards "Oh I got a free thing maybe I'll put more money into their product to use it" than "Eh I have to pay to get a 'free' thing, no thanks".