I find its not that they prefer jarl its that he's less of a walk and or fight to get to than the others. So more people farm jarl in the long run if that makes any sense.
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As a gamer myself I concur with this statement. He is the quickest path of least resistance, but new loot distribution in the new campaign should shift the farming around a little bit without removing too much from those who love their Jarl!
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