For a long time I had a truck that only fired on 5 cylinders. That didn't make it a 5-cylinder truck, just old and rusted.
Sure, not everyone does it the same way. That said, they (Turbine/WB) have to have some sort of idea for the subsets of their player base and some back-of-napkin ideas about what motivates them. I'd be curious where they get that data from - surveys / polling?