Actually, I said they do well to stick to the spenders as well as new players which can result in the former. Obviously, just sticking to what you have won't work long-term, that was never my point. However, not chasing after the ever-complaining one-time purchasers clearly was. To differentiate between profitable as well as unprofitable customers is entirely legitimate.
Also, the idea that a game can't make money through expansions or new content is utterly ridiculous. There are plenty of game companies out there that don't have micro transactions and come out with expansions or new iterations of themselves every 12-24 months - and they are making money hand over fist.
I'm not even sure why you think they are doing a bad job based on these numbers. An average is to be considered with care in a f2p environment due to the previously mentioned gap between those who spend a lot and those who don't spend anything (or close to) at all. LoL for example is very far down the list, simply because it has so many players, so the average value gets butchered. I do however believe it would be a mistake to claim that the game is doing bad.
When looking at these averages, my point was to consider how many other players are getting a free-ride due to an actual paying customer.
Lastly, I'm not sure where you read anything related to a games inability to make money through expansions or new content. As you don't specifically mention any successful games in these areas, I can only guess that you refer to some of the bigger blockbusters in the genre. As far as I'm aware, even those with subs and regular expansions still offer a store with micro-transactions on top of it. Therefore, I believe a combination would likely be the most successful approach.
Seems to me if people like the game, they don't need to be incentivized just to log in.
A handful of scenarios spring to my mind:
You are playing the game almost daily anyway. Now you get a small gift upon login in, like when you go to your favourite shopping mall or something and upon entering you get a little present. This is neither in conflict with your activities nor does it cheapen your actual accomplishments (the "final" reward chest is what... ascended mats, clovers or skill tomes? Please, my bank is fully of this stuff already).
Getting upset over this is along the lines of shouting abuse at the employees offering you a cookie in front of the shopping mall instead of thanking them for the added value. This is not a B2C problem, but a lack of manners.
You are playing the game only infrequently and those free items actually help you fill some gaps. Some mats, a free level for an alt, and so on. The reasons that you are an infrequent player likely boil down to something like RL or preferring other games more. Again, where is the conflict? This is an additional update over the announced ones. It is however not a scapegoat for the lack of an expansion to miraculously solve all your problems with the game you so dearly hope for. In this kind of scenario, you are too much blinded by unrelated issues to realize that you are the kind of player that benefits most from this new system.
You don't really play the game and are just going to login for the daily rewards. You are annoyed by this greatly. Really? Like, seriously? Try googling a shrink or something.
You don't play the game and are not going to login till there comes the expansion to miraculously solve all your problems with the game... which will be... never. That's cool, do you also get upset over shopping malls you never visit handing out gifts? I'd try the googling advise from scenario 3.
Such is the nature of first-world problems.