It's important because it means NCSoft did care enough to have expectations. When a company has expectations and those expectations are so far thrown off that they are "surprised," it has effects all over their chain of command. Maybe not grand ones, but it is an irritant, a distraction, a problem.
That they didn't expect it means they noticed when their expectation was off. It also means others around them likely noticed, too.
The more their expectations are off, the more it disrupts their business model on some level. It's why they have spent what effort they have on trying to quiet the surprising behavior and bring it more in line with what they do expect; it is more comfortable, and comfort equals stock and profit health.
So it shows we can surprise them and get their attention. It means we absolutely should keep it up and keep getting more notice, because if they expected it to be less...then they really weren't prepared for negative PR. And that means negative PR costs them MORE than it would if they'd been prepared. And if this starts costing them enough...
