Basic premise of all MMo's:
Level up > Get gear > Enter endgame > Get better gear > Do harder endgame > Get better gear
The cycle then repeats as you increase the cap.
The base line of any MMo, and to a lesser extent, any RPG, is to get better gear to get better gear, to get better gear.
If you are this far along and you feel you need to ask this question, without realising this, then your issues are far bigger than your silly question.