Wow... i got really angry at that "antecipation" talk. What BS.
What builds anticipation? A 10% chance to get a drop you need, or running a dungeon and getting 1 badge each time and getting the item after 10?
One leaves you with a sense of wasted time, frustration and disappointment and when you finally get it, it's relief you experience, not excitement.
Get 10 badges, you are working towards your reward in a deterministic way and your anticipation is rising until you finally get the item and feel rewarded for your effort.
Not to even mention that one player playing with you and doing the same effort can get all the drops and you get none. Cause this is all very fun. Blizzard TM design. God i hate gambling...