Look through the Gameplay and Rankings subforum and you will see threads along the lines of "I suck at the game, how do I get better" or "improvement" threads.
It's happening in almost every Massive Multi player online (MMO) game these days and I raise the question, why do you want to improve/get 5 star gear so fast?
Improving one's self can lead to great satisfaction. What I mean about this is looking at what you've struggled with before and comparing it to what you're doing now. People normally want to get better quick due to challenges said game can offer. It's pretty much why we have so many vets and vanguards lingering around everywhere.
And really, that's what It all comes down to. People love a challenge. Fun can be thrown in there too. Granted, no game is meant to be played forever once a person reaches endgame. This is what taking breaks and other games are for.