Don't forget this is a business, it's not a charitable cause.
That said, the timing is perfect for people to spend money getting rare souls, since we've spent them all on the sac event.

Regarding the event itself, not what I was hopping for, but great non the less, hope they keep it up for a while.
Also hope the rare soul drop on LOL is something like last event because this week was crap.
I've been farming LOL X exclusively this week in anticipation for this event and I didn't get a single rare soul.