It makes the most sense though, hmm we've just released a game on the same day as the event started... Yeah that deserves something. Most players own prophecies so we'll stick some in there. Factions... that just had a festival, best not spoil those only willing to buy one of our games.
They used the same thing as last year because id imagine they are very busy with the new release, and incredible amount of bugs in the new patch. Their time is better spent with something important that festivities theyre given us.