The First being incoporeal would probably make it difficult to actually beat, though I do think you have a point about a divide.

It seems that W&H would appeal to greed, to oppress, to makes as much money off of others as possible, to debauch where they could. Rich and powerful, and more powerful still if they beat back the chaos to have their area of the world be clean, shiny, and ready for corporate sheep.

... in which case it seems that The First could come to appeal to the disaffected & oppressed, having acolytes ala the dumbass who brought back Illyria...