Makes them money. Plenty of players care a lot about how their character looks. You know, role-playing.
Yes, I do, but I'm not sure you do. If you think it means "heals or cc or tanking or buffs", then, no, you don't.
What it actually means is, "I'm Clarita the Halfing. I was raised on a turnip farm in Talenta, but after a priest of the Sovereign Host saved my father's life, I became an acolyte. After I finished my training, I boarded a ship bound for Xendrik, to seek my fortune and spread the faith of the Sovereign Host." It means being "in character". The "role" is who your character is, not game statistics and abilities.
So, just because I disagreed with a couple of your side points, don't think that I disagree with you overall. Your main point here is spot on.