This game is new player/noob centered.
Old players are not considered at all.

You are a new player? You don't play since a lot of time? Here it is an easy way to reach everyone.
You are an old player? Who cares if you got even more skilled while playing. Stay forever at the same level of new players difficulty-wise. You'll never ever get anything more challenging.

There is no continuation between a patch and another, no content is required to advance to the next level, each patch dies when the next one is out. I can login whenever I want, buy something and be able to play the current content.
There is no incentive to keep playing every day. What of the current content should keep me glued to the game since everything is always the same soup?