Been playing since the beginning. Reached level 40 a few weeks ago. I can speak for the other veteran players in my area and say that it feels like it was tailor made for the long-time players to shake things up and give us more to do.
By default this can only bring newer players in too.
I don't think its a "desperate" move to attract new players as much as it's just Niantic trying to keep a great game fresh. For new players and old alike.
As a new player it's almost overwhelming I imagine.