They are associating player groups with minor factions so those folks could have an outlet, that functions through the BSG, and is curated by themselves. Listening to their customers, without falling into the traps their competitors have. I have never associate PP with guilds or player groups. No one can complain about empire building through the BSG. All of the included activities are available and doable by the individual.
The rest of this post is just evidence of exactly why guilds are considered a toxic influence by many. It smacks of a temper tantrum. With the minor faction approach anyone will just be able to avoid your ire, and counter you in group.
This all sounds very good, but it sounds like management double talk for "we are giving players control of assets ingame". As for the rest of the post being toxic to you, I think you will find this is actually the attitude of someone who enjoys group based PvP, and being a meaningful part of a dynamic universe. Those who say they just want to be cogs in the machine can continue to do so. How also, can the "minor faction system" (we can call it guilds lol) help other players any more than powerplay can? I mean, I don't see loyal groups of players flying around to protect other followers of Mahon. Try it next time you are in trouble. However if you have friends, in a group, coordinating via TS, then that is going to be worth more than some arbitrary tag.