Because they dont want you to play this game for extended periods of time. Simple as that. When an MMO doesnt have monthly fee they design a game that will be very fun for a short amount of time then run out of content. Also they limit the social aspect of the game so you dont stick around. If tens of thousands of people keep playing the game for years and pays nothing they will go bankrupt because of server costs. They want you to play for a few weeks max then got bored and gtfo. So dont expect them to include any social improvements any time soon.