Jagex partnering with MMOABC

For a long time I was wondering why Jagex does not offer any kind of partnership or affiliation program for Runescape fan sites. Then I saw this news about Jagex partnering with MMOABC and it suddenly made sense to me. It looks like Jagex's priority is to bring NEW players via/from established MMO (non Runescape!) communities - and that's where the efforts are spent.

And what about Runescape fan sites? Well, they do not bring new players to the game, so why care? A pity, though...