Atmas.

[Zojha]

Or would you be saying that perhaps you'd engage in the atma grind purely for the sake of doing so?

Frankly: No. Because that grind isn't fun. But for most of my games on Steam, my ultimate reward is to make everything I did obsolete as the credits roll down and the game ends. And frankly, I still try to reach the end, despite knowing this. Because it's fun.

And that is the core issue IMO. The problem is not with the rewards, the problem is that the way isn't fun. Don't kid yourself thinking you "love" doing something if you only do it for an end goal or reward.