True there is no long term benefits, as there will not be a huge spike in the player base. You may get a few hundred people who may decided to get back into the game ready for Season 3, who may have not bothered before hand.
But I would say the majority of people who returned during this event, was pretty much to farm some mounts that they may have never really bothered to farm due to the amount of runs/lucky it may have taken.
Of course those players will return for 1 or 2 months, when Midnight is released.
Out of the hundred or so people who use these forums, the complaining is only been done by 3 or 4 people (probably some using alt characters to make another thread about it or even to reply to their own threads to agree with themselves).
But 3 or 4 people on these forums out of what the near million of players who still play in ALL regions, is nothing. Their whining is like peeing directly into the wind, it’s pointless & people laugh at you xD