In WoW there was a fishing event once every month or so, you got a rare item that could transform you into a fish(and let you breath and swim underwater I think) if you won it. It was special even at higher levels. That approach of a casual leaderboard reward sounds so much more fitting than a different title each season. With time and years it got easier to get it because less people competed for it, but it still stayed desirable. I feel like they fear people won't try hard enough if the hardcore guys don't go for it anymore(with the same title each season) and the leaderboards gonna look empty as a result. An actual item (vanity, mount, consumable, ishgard housing wall idk) would have given a better incentive. I also feel like a lot more people expected more than a title from the season. It is funny coming from Ranked PvP and having played it a lot, the time people would have to invest in a casual crafting leaderboard seems even higher than that (while many people complain about the time investment in PvP already, which is disputable because it varies a lot).