And "bragging rights" does not mean exclusive club. They add a lot of content for bragging purposes due to challenge, but the "invite" system was designed as a form of gating, not to make it feel like a club.They used the actual term -bragging rights- more than once actually.
As for their intentions, the intentions are both clear in writing and practice. I thought I made that rather clear. How are they not reaching their goals in practice?