Maybe I missed something, but...

If the players who were reactivated in the Living Legacy push do decide to come back, don't they still have to purchase the game?

And many companies give perks to first time or returning customers. It is the whole free toaster thing from the bank. I'm not saying it is always fair, but it is what it is. And the benefit to the customers who have been there all along is that if it helps the game/company prosper, they will be able to enjoy it longer.

No one wants to see their favorite game mothballed.