They've got serious fantasies of being relevant on the PvP scene. They know their player base is a primarily PvE crowd. Ratcheting up their focus on Gambit is their way of trying to trick them into being a PvP crowd so that if the rumors about them dry humping PvPvE in D3 are true then fewer of their dwindling base of customers will abandon them.
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I agree. They've gone way off the deep end trying to massage the PVP focused players. Those of us who want improved and additional PVE content get shafted every time. Exotic weapons quests that are focused mainly on PVP content are a great example. I've got them all just sitting in my inventory because I refuse to spend hours forced into PVP to earn them. A Gambit focused season is the last thing I want. PVE focused players pay as much as a PVP focused players, so they shoudl respect that and new content should be equally divided. But, they have proven they really don't care about the PVE focused players over and over again. I've hung on but I've started playing much much less.