Reaper's Rewards Event (Week 6 Is Now Live!)

I think the main and probably only reason for this is that they want players to log in daily, if only so we can claim the current reward. If all of us log in daily, that surely shows up somewhere in their records and they can go "Look, we have so-and-so many active players on a daily basis, we need to keep the game going". At least that's the only reason I can think of that makes sense from EA's point of view.