PVP is competitive, and so is designed around rewarding the best performer. PvE is cooperative, the required for doing 'well' is clearing the content and obtainign whatever the rewards are.

This strikes me in the same way as yesterday's topic where someone wanted some kind of rating system for dodging ability and specifically mentioned a game in which players compete with each other - Overwatch - as their inspiration.

It seems too many want to bring competition to cooperative content. This is not a good thing IMHO. Perhaps you all missed your Sesame Street reruns and so never learned about 'cooperation'.