That’s still what smart people do, but the fact remains it still matters to a lot of people. I made a new account for fun when it was $20 for everything on humble bundle and kept it at rank 2 for fun. Once got insta-kicked from a dungeon lfg even being like 1805 at the time. Again, it is a number next to your name in a game that boils down to “haha big number go up!”