Could be turned around, why keep playing if you manage to ‘complete’ yourself?
They clearly recognized that in why they discarded the notion of total BIS items, which so many havent yet managed to get over. That you cant get total BIS anymore. Just mostly BIS.
That’s exactly right. Once you come to the realization that all your efforts are ephemeral, you easily conclude that it’s pointless to log in to do the chores.
Without some kind of catch up WoW will had withered a long time ago, stretch the player base to far from best to worst progressed players, and new expansions will only be purchased by people ‘ready’ to play them. That’s not a business model that will work.
The catch ups need to be well paced, not enitrely simple to do, earned not random. As with all things WoW it is about balance, and that is never going to keep everyone happy - though I agree this could be better.
Its why there are Curve achievements, so that you can differentiate between people who worked harder/more succesfully than others - again this could be improved.