Makes total sense to me. Mete out the rewards to give people an incentive to log in for ensuing weeks of the event. Same basic principle as the rotating event store.
Just imagine people getting all the weapons and gear they want in the first two or three weeks, then complaining for the last three that they don't have anything to do.
I ended up getting a legendary out of every single thing I did yesterday. That's never gonna happen again.
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