Agreement with FireFan. End of the Year Events are meant to be a stimulant for newer players, its not necessarily aimed at older veterans, though when done well it can appeal to both.
I also have a theory thats probably true as to why everything is always happening to Regalia: Under our sewers are Elven sewers. And under those are Seraph ruins and swarms of mutants. Regalia might have been built on top of the Seraph capital, or some other majorly important location, hence all the gods and everyone keeps trying to get to it, through us. Or something of the sort.