I think you are muddling concepts again.
1. It really hasn't had the same definition. The endgame model is very different than it was at the beginning and has been through many iterations. The game is now a very closed seasonal model that almost immediately deprecates your rewards as soon as a new patch comes out. That changes dramatically the way that a tiered reward system doles out upgrades, how it impacts player behavior, etc.. The system is also far more granular than it was before.
2. Nobody is talking about giving "everyone everything". I don't even know what that mans. Different content gives different rewards in those games you mentioned. Nobody is talking about giving the game a single reward track and everyone gets identical everything.
3. There is something inherently wrong with a less fun design. What's wrong is that it is less fun.
"stop puting you idiotic liberal words into my mouth"
-ynnady