If I can try to put this in perspective a bit:
I graduated Air Force Basic Training almost 10 years ago now. And a week late at that, literally because someone took too long to sign something. Fact is, I graduated, and I got my Airman's Coin. It represents a small portion of the hardships I faced to get there, and it means a lot to me for that. I'm not the only one who has one. Thousands of people do. Some went through more than I did, some less. Some couldn't care less about the stupid coin; plenty of people even lost theirs and don't even miss it. But I DO care about mine because it's a reward for my efforts - even when those efforts were setback by factors entirely out of my control.
My time serving has come and gone, and again, I'm hardly the only one with an Airman's Coin. Thousands have one, thousands more can get one. . . IF they join the Air Force and complete Basic Training. So long as they do that, I don't care if they get one. But if say, the Air Force began literally giving them out to just anyone, regardless of if they complete Basic or not, yes, THEN I have a huge problem. I still have my coin, of course, but the issue is now "everyone gets one" but doesn't have to take on the challenges that I did for it. And that's not okay.
Now here's the part where you say "Oh but that's real life! This is just a video game! Who cares?" Well. . . do you care at all about anything you've made efforts to get in game? Is there anything you've actually worked hard for? More importantly, even if it in no way takes away from your accomplishments in game, would you be okay with someone else just simply showing up and getting the same thing you worked for without equivalent effort?
THIS is what people have issue with. They worked for it. Now it's just being handed out. This isn't entitlement, and it's not wanting to feel special or different. It's handing out a reward for effort without the effort or any equivalent. Show up, get a "coin". Now you're special like everyone else.
P.S. I've been subbed longer than anyone was for 1.x, and I've cleared harder things than Rivenroad (Hard). I don't want the earrings, because I never cleared Rivenroad, but when do I get to start paying less for a sub?