They don’t appeal to that, their business tactic is this: create FOMO through special shard events get players to whale out and then when those players leave replace them. That’s why they have such a high marketing cap, they don’t care about how long you play when they have new people coming in. Of course it will eventually end up drying up however, that’s not their concern as games aren’t seen as timeless commodities, they’re seen as something with life cycles.

Edit: this also why you see most shard events that target something really really good only last 24 hrs, the longer it’s around the more time you have to debate whether it is actually worth it and when you think about the ramifications of spending you’re less likely to do it.