The way the game is set up now it encourages people to go after one another, even if they don't want to. Maybe Microsoft has decided that the best courses of action rank as follows:

  Go after no one under a new system.
  Go after everyone under the current system.
  Go after no one under the current system.

Currently only options 2 and 3 are available, but they would like to move to option number one and this is their first step in making that a reality.

I don't know that is what they are doing, just saying...