Replace the gear rewards with unique cosmetics.
People didn't do criterion because the rewards could simply be bought on the marketboard or were completely useless items like materia.
Gear is artificial and useless in this game to be honest.
Everything could / should be only about glam.
The gear gives a fake sens of customisation that doesn't really exist in the first place. (beside glam)
The only visible effect of gear is HP the rest is minor fine tuning.
iLvl just exist to keep people subscribed because it take x weeks to raise it.