blizzard have discovered that once peoples reach bis gear they leave and return next tier, back when "gear was gear" that attitude was covered by an endless stream of new players for every one who took a hiatus 10 new players joined or even more, today with wow being old and with a plethora of competitors not so much.
They invented the warforge, titanforge (and ancient item in diablo) to remove the hard cap, nowadays unless you really are a no lifer who play 24/7 there is 0 chance you could say i'm fully bis (especially at less than a month from lunch day).
Personally i feel it rewarding enough i don't stress myself over a prismatic socket and view gear has a mean to an end, i want my characters to have enough power to make life in the open world (aka farming and WQ) easy, i want to go inside a dung or a lfr and feel i can do enough to make it fast and enjoyable and last i want to go on older raid and smash thing without thinking to much.