Perhaps we are seeing BB trying to create reasons to be in a guild. From the start of the game there has been little point being in a guild, but recent quests have had elements where having many friends or guild members to help you have been necessary.
I'm not against this development, but BB do have to weigh up where they are going with this game. If it is to be based on guilds and who has the most friends, then single players will go elsewhere. I hope they can maintain a balance between the 'social' (team) players and the solo/single player, but it won't be easy to maintain as it seriously increases BB's workload to create separate quest chains and so on. Have to watch and see how things develop further.