Forced scarcity and exclusivity.

[Reynhart]

When people have to put up with something miserable to get something out of it, that is flat out bad game design.

I really doubt people really like doing the same dungeons a hundred times for tomestones. Yet, they do it, because it rewards the 2nd best gear in the game.

Exactly like several Eureka debate back then, if you remove rewards from content, they'll all be dead after the first clear.