It’s true that some people won’t care, while others might care a whole lot.
But as I mentioned in a different thread recently, the “FOMO” effect tends to generally be damaging for customers when it’s taken too far. Someone who cares about the rewards, and doesn’t want to miss out on any, might actually start resenting the game for the unforgiving daily grind. At that point we have to ask ourselves (well, CCP have to ask themselves) whether the rewards create enough goodwill to offset the damage they do from their frustrating nature.
I’d have to say, as they are right now, they might just barely be breaking even. So why not make the feature better?
They can tie rewards to actual in-game activities (to ensure players not only log in, but stay logged in), and they can make the rewards limitless (as in without a cap, but not necessarily extremely profitable), so that people don’t feel the need to cycle through all of their alts to collect them every week, and can simply play on any of their characters without feeling obligated to play on all of them. And the rewards themselves should be unique, interesting things that are fun to acquire, but don’t necessarily constitute merely another PvE income source.
One such reward could actually be something as simple as gaining rank on a leaderboard for various in-game tasks.