For me clearing content is the end game. Do I clear ultimate because it bring me slightly better weapons or glamour? No, I cleared it because I wanted experience the fight. Experience is that what stay. Glamour get outdated and boring too, if you keep too long same glamour. Ofc it is nice to look at pretty girl character in game with different glamour options and have funny mounts with various sound options, but that is not main reason why I play the game.