... Part of what makes their product unique is the rich depth of lore and the immersive nature of the game world.
I have to disagree with this.
The lore and the game mechanics, time and again, show that the game world is a shallow space opera setting.
It is the stubborn insistence of roleplayers that create the depth to the game world, because they spend their time interacting with the shallow game world in 'deep' ways.
I have my own theories why people get so immersed and hung up on EVE that are not welcome on these boards, so I shall not dwell on that...
I don't dispute that roleplayers add an extra layer of depth to the immersion, but you're thinking like a roleplayer. From the perspective of a casual player or an outsider there is a beguiling darkness and a sense of wonder in simply moving through the world and being overwhelmed by the detail. Roleplayers tap into that and build beyond it, but that is a niche within a niche. At the opposite end of the spectrum are the min/maxers for whom the enjoyment is in the DPS and the Kill:Death ratios.
I'm talking about promoting the casual enjoyment of your "shallow space opera". New and/or casual players have the overwhelming sense of "so much going on" because they are not yet judging and dismissing aspects of the game as we more established players are inclined to. They still have that sense of awe and wonder. To them, the fact that there are cadres of RPers out there somewhere pushing the storyline forward whilst conversely in the far-reaches there are thousands of null-sec zombies participating in an endless grand bloodbath IS part of the immersion.
My point is that sold right, they are both equally powerful motivators for people to get involved in EVE Online. However, presently only one is being properly identified and exploited.