Approach like this is actually one of the main reasons why USSR had collapsed. All were rewarded equally on workplace and being good did almost nothing in terms of salary and social status. Naturally, it led to stagnation and lack of initiative in workforce. Why would you bother to be better than some Boris if you will get only 10% more and some medal? This already happened with titanforged implementation, when some guilds stopped their progress after heroics and are constantly clearing them for wf/tf procs. They are not trying mythic difficulty while being vastly overgeared. Why do you even need gear if you dont try hard content?