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Short answer: because of the FOMO strategy of bundling player activity in exchange for time exclusive rewards.
Long answer: because it was a test run to identify any kinks that need readjustment and to see how much Competitive is boosted during that weekend at the end of the Season, when the player count usually drops to very low numbers because of lacking incentives to play.
I'm fairly certain that the Drive event will receive some changes in the future depending on the feedback that they got.