Any reason why the Hallowed Blight stuff and serum is on the rift?

Last year we got serum from getting the juice from those gross squishy plants and by hooking survivors on the gross squishy hooks. Any reason why this year its instead behind completing challenges in the rift instead of just through gameplay.

Imo it was more interactive and fun last year and more incentive to play the game during that certain time period. I'm just curious as to why it's now different and will future events also be a part of the rift?

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