To be fair, unless I missed something looking over the blog posts for each WU and CU (yes, I was that bored) just five of them contained some kind of instructions that would direct anyone unfamiliar with the process to the marketplace.
WU11 Canada, WU6 DACH, WU 4 France, BeNeLux, WU3 UK, WU1 Japan
The posts on this forum at least mention the marketplace explicitly, e. g. World Update 18: Germany, Austria, and Switzerland is now available as a FREE download from the in-sim Marketplace. But I think the Twitter posts link to the blog posts instead of the forum post which in turn links to the blog posts… 
Whatever we might think about the process it should at least be clearly outlined in the information provided on the different platforms. I’m too lazy to search for any wishlist items that might have already been submitted to improve the communication to make it more “new user friendly”.