I could be thick, truly, but why waste space in your game, clutter up menu's, add in extra code to track things when so many people are simply not going to do it?
It really come downs to the Arena. And if a Jedi luke, or a good Jedi pass is coming around at some point - everyone'll just get the arena quest then.. which isn't so prestigious. I've heard about arena-Jedi-day on the shards too, which is great, but defeats the purpose a bit. Kind of like colluding so multiple people can get 1st place in arena... but clearly that ship has set sales - christened by the devs.
I understand, some people love the day-old lumps of meat the devs throw to them... the rest of us kind of just want the stuff we already have to work, or be fun, or be worth it... then when we get extraneous stuff like the quests and it's like 'why even'.
Would recommend to add to it PVP in general - and let us do the quests in TB as well - if it must be pvp for whatever reason, open it up.