Yeah. Poker is so popular because every novice or average player who sits down at a table with a player like Negreanu hopes to beat him. Not to play better (that's impossible), but to win.
No, poker is so popular because it has a very good combination of very simple rules for gambling novices (a person who has played for an hour or two already feels like they know how to play) and real depth and a very distant limit in development for those who want to win and earn money from it. And poker is a game of distance; it is incorrect to compare it with Heroes, especially with Heroes tournaments, where the distance is a single game, and the tournaments last for six months. And what repels players from Heroes, I think, is not the rare opportunity to beat the strongest, but simply its specificity and the time it takes. And the spectacle as an esport is specific and appeals to a narrow community; restructuring a guild will certainly not reduce its watchability.