It also seems to come from complaints that the results SKR described don't meet with our biases. So they must've done it poorly because I disagree with the outcome. It's quesitonable logic.
As far as omitting the over 35 crowd, I would think most people would be aware just how common youth marketing is. WotC wanted to be the overall market leader for the TTRPG segment, so they basically had to do this. They focused on 12-35 because that's where the money is, that's where customers with free time are, and those are the people whose choices are easiest to influence are. It's also whom you market to in order to get customers for the longest period of time, because older demographics tend to stick with the same brands.
WotC doesn't care as much about the over 35 crowd because they're a small fraction of the marketplace, as a whole they spend less, and it's difficult to expand the market for people this age. You might not like it, but that's just reality.
If you're over 35: When was the last time you bought a different toothpaste or laundry detergent just to try something different? How many cars or televisions or smartphones have you bought from the same manufacturer? How often do you buy something new to establish a new habit or new taste? If you have, how often have you done it after seeing it become popular among others rather than being more maverick? Would you say your tastes are pretty well established, or that you're always looking for something new or the next new thing? How about when you were 30? 25? 20? 15?
While I agree that for marketing types targeting younger buyers makes sense, I think there are times when it is too broadly applied. RPGs are not toothpaste and while the older crowd may not play as much, they have the funds to buy more books. WOTC doesn't care if you play 10 hours a week or 10 hours a month, unlike consumable products the only thing that matters are one time purchases.
But marketing execs have been indoctrinated into the never