Gear matters in PvE content, yet to a lot of people that is considered a competitive environment. This is an MMORPG, this is not league of legends. Gear should always matter. The second people tried to make PvP in this game appeal to twitch and other streams the PvP died. Why? Because it was no longer fun. Skill in an MMORPG does not only mean how good a player is at killing someone. There is technical skill in knowing what stats you should stack. Since this is an MMORPG, time investment in the game should matter as well. A player who is doing their first BG ever shouldn't be able to stand toe to toe against someone who is fully conquest geared. Just like how a Mythic raider will completely shred an LFR player on dps charts.
Also, this whole idea doesn't even make sense because in the higher rating brackets the players should be pretty on par with each other in gear, as they will likely both have the maximum amount of PvP gear available at the time.
This whole "players don't know what they want" argument is bullshit because we've been down this route and it completely killed PvP for two full expansions. So in this case it is pretty apparent what players don't want.