Here's the thing; not everyone is good at PvP. And if you're one of the not so good players, why play it if you're not gonna get anything besides owned and frustrated? Loot should stay random. But...top performers should get extra marks, rep, or currency. That way good players are rewarded and not so good ones have an incentive to play it and get better.
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Lets follow the lore. A lot of guns earned from the Crucible say "...Earned through glory in the Crucible." in their description. Going 3-20 is not glorious at all.