Think about it, if only the best players for the best items then the players that don't do well will never get anything to help them become stronger. I was playing a match with a buddy and I was either the best or second best (depending on the other team) and I didn't always get something. If the best player is to get something every time it shouldn't be gear, maybe the strange coin or extra marks.
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You don't need to get better gear to become stronger in the crucible because levels and gear stats dont matter. So the better your skill the better reward you should get