As far as I can tell, people playing the elusive contracts fall into two camps;
A: Players who kill the target as quickly as possible then run away to the exit to avoid failing the mission. These players (of which I am one) are not exploring/getting the full enjoyment out of the new missions for fear of failure/no retries.
B: Players who go for SA and restart the mission over and over again until they have worked out the optimal method for doing so. These players have completely missed the point of elusive contracts by replaying them over and over until they know the target's itinerary back to front.
I do not feel the elusive targets are a marketing coup. If I was a new player, the idea of restricted content that I could only attempt once would put me right off the game. But the idea seems to have swollen the heads of the elite/hardcore gamer crowd, even if they are cheating/restarting to get the SA/SO results they keep crowing about.