If they make the quest repeatable more players would do it.
And its not the first time they made quests that ends into group content. Just remember the Ilum quests which leads to 2 FP's: The Battle of Ilum and The False Emperor.
Also on Republic side doing the Balmorra bonus quest there is a option for killing some Sith which is also Heroic 4
It took me entire Saturday and half of Sunday to find a group to do Battle of Ilium and FE this weekend. But isn't that much easier because of the group finder? A lot of people join group finder with all options selected