Psychologically speaking.
Thats why its so popular. Because it can convince you that you've got access to an alternate food chain, one that is easier to climb, one that with a tiny bit more effort, you'll reach the top of.
I think that it is important to acknowledge this every time you check to see your gear score, everytime you step into the arena, and everytime you strive to recieve a new item.
The only question is, do you care.