A lot of people play, and enjoy, games like this because of the rewards.
It's the same reason people rush to end game in MMO's. It's the same reason why games like Diablo and Torchlight are popular. It's the same reason Borderlands gets played.
People love loot.
A lot of people would rather stand at the postmaster and get loot rather than run a raid for nothing. It's that carrot and stick, people play for the loot.
If you take away the loot, some folk would stop playing.
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I like loot too but I never get cross if I don't get what I "deserve". Why play something that makes you unhappy? I just don't get it.
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It's not about what people "deserve", it doesn't need to be awesome loot every time it's just getting something. Playing for the reward is what keeps some people going.
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That's fine and we all play for loot to some degree but if it made me miserable not getting it I'd stop playing, not complain about it. I'd only complain if I thought I was entitled to it, which is where I think a lot of these problems come from.
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You're going to find people like that in any game you play, even single player ones looking for "the best weapon". Once they get to a certain stage they start to believe they somehow "deserve" it. The main problem comes with peoples perspective of entitlement. You run a raid for instance, you are entitled to some loot. It may not be the loot you want but loot you will get. That's where some people fall short. They want a certain item and when they don't get it they get frustrated. However much complaining you see about it on a forum, they are never a majority. Most folk are happy to plod along until they get what they want