So if I'm reading the OP right…
"Someone organize my playgroup, I don't want to. Oh, and someone else read for me."
While this is certainly a snarky and derisive way to react to the original post, there *is* a worthwhile point to make along similar lines to the OP.
And that is that strong local tournament scenes drive sales like nothing else. And if the publisher wants, it can encourage said scenes.
FFG seems to be pushing its new products (and a few of its more popular older ones) at the convention level, and that's good. But it's not as good as trying to build local support for their product.
Magic didn't become a tournament staple that has endured for nearly two decades now by accident. It didn't spontaneously develop that tournament scene. It was deliberately and craftily planned to incentivize local stores to run tournaments, and leverage that exposure to boost sales and popularity. And it wasn't the FLGSes that came up with that plan.
I'd love to see FFG take some notes and work with stores on a regional and then a local level to establish a strong organized play scene. They've got some properties that could most likely support it, even if it ends up starting small. But sponsoring tournaments at two or three conventions a year isn't enough if that's the goal. It's a great way to drive sales at the convention, but it does nothing for high-level exposure at the local level -- it's preaching to the convention-going choir, and any buzz generated when they go home would have been generated anyways provided you got the sales at the convention in the first place. Putting the games on the tables of the FLGSes during the three hundred fifty other days of the year is what's important. And you don't do that by sponsoring 4 tournaments a year.