How would you feel about end-game gear only being useful for 3 months?

[Punainen]

Nobody is gonna do a content with no reward, perfect example is Hydra in FFXI, the novelty wears after killing it the first time, why create content that only lasts that short? waste of devs time.

Then why would anyone do story quests, or quests at all? "You only do them once, derp". Of COURSE you only do them once. Make them only DO-ABLE once! Why does ALL content have to be 'rinse and repeat'??