A classic (10+ years old) game that, even with frequent updates and changes throughout the years, it is considered a classic and is not the "next biggest thing" (like MOH & Counterstrike there are still plenty of OSRS Gold players, but not often maintained, aside from servers on the internet that are typically player-related).
Runescape has been viewed as an "starter/kiddie MMORPG" by many gamers. Like point 1 the regular updates and maintenance in the course of time disprove this notion. This gives the game a greater quantity and depth than rumours however, many will not even bother to look at it based on what they have heard.
Poor marketing positioning. Jagex/Insight Ventures still depend mainly on online marketing and word of mouth. Some exceptions include the gamer award & occasional TV ads in limited countries. These bring Jagex/Insight Ventures to the attention of those who otherwise wouldn't be aware. The only mentions of Runescape in mainstream media are in news reports that have a negative view (there are a handful of pedophile/scammer cases over time) that may draw attention, but it's not usually the type of attention that is desired.
The SORWT SOF is an attempt to ensure that cash flows are maintained from a community which is shrinking due to people growing up & cutting down on play, and with fewer new players joining each year while not addressing the issues I mentioned in the previous paragraph. This is a minimum-cost solution to a problem that Buy RuneScape Gold has actually been causing more. While I do not have a financial background and don't have the capacity to analyze the books, the constant adjustments suggest that it isn't doing its task.