So if I have this straight..
Step 1, leverage psychological game theory to make the game as addictive as possible
Step 2, release tidbits and hints around legendary events, cause rampant speculation
Step 3, wait 3 days (and counting) to disclose said events to encourage wide spread panic farming
Step 4, offer in game purchases side by side shard drops, and lower drop rates to drive people to purchase
Step 5, release small event details on third party partner sites that don't update with latest info, drive people to forums to scratch the itch and relieve the addictive suffering
Step 6, spring "just in time" $39 pack
Step 7, make a Chalendar, release it to the masses, set the panic farming hook
Step 8, swim in cash hoard