Why would AA get new players into the game? "We're doing something a bit like what they do in EVE" doesn't sound like a great selling proposition to me.
The truth is that they deliberately changed the focus of the game to repeatable content. AA simply is a means to give people a feeling of progress, even though they are actually doing the same thing over and over again. So it wasn't so much a hook to get new players, more a hook to keep existing players in the game.
As to why they switched to repeatable content, that's anyone's guess of course. My guess is that they knew that they would be switching most of their dev resources to TSW. So I guess I blame TSW for AA. But then I blame TSW for a lot of what went wrong with AoC