This isn't a PR move - a guild like TMO doesn't need to have a positive image on the server to receive applicants because the type of people willing to do what is necessary to be part of TMO don't really care about their image and really want to be a bitch for loot.
They clearly get off on looking like the good guys when everybody knows they're rotten. They're also probably bored with nobody bothering to compete with them and killing the same shit week after week. Again, I reiterate that it's a nice gesture that more casual players now have the option of killing a raid target each week.
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