As I also posted over on Reddit:
"Dear CONCORD, what is The Agency? This new organization suddenly popped out of nowhere on my Neocom, suspiciously offering me free stuff for doing random things in space. Have you been hacked?"
--- A concerned capsuleer.
I'm not an RPer, but I love EVE lore; it's all been mostly consistent so far, so ... who is The Agency?
So far, you (CCP) had this super strict policy that all EVEthings must have a lore-related thing backing them up for immersion reasons. That was why you refused to let us make our own ship SKINs ("nano-coatings"); why Project Discovery corresponds to both an 'in-game' researcher and a real life person; why we can respawn (cloning); PLEX is a quantum entangled currency CONCORD manages, etc....
So I ask again: Who is The Agency (other than "your friendly game devs")? What is their angle? What's the catch? Nothing in New Eden is free, so why should capsuleers trust them?
EDIT: On a more true feedback front - none of these rewards are enough to make me want to do these things. I think you would be better off making achievements / rewards which are based on roles/careers/'activity trees' - nudge newbies into trying play styles they may not have previously considered (get them out of their comfort zone). ... Yes, I realize I'm basically describing the Opportunities System, which I think if drastically expanded could be a great way of helping new players learn the game.
EDIT 2: Welp... Reddit user /u/hirmuolio pointed out to me that there is, in fact, a Scope article which mentions The Agency at the very end.