The return/reward is being able to experience the story a second or third time without having to spend $50 or hundreds of hours grinding through upwards of two expansions alongside the base game if you simply wanted to redo Shadowbringers.
You keep dismissing this as a tangible reward, which says this feature was never intended for you. Not everything needs or even should cater to everyone. Ultimate, for example, has one specific target demographic in mind. Neither were intended for more than the small amount of people they were always going to attract. Most games with a NG+ feature are single player, which allows for multiple endings or to make your character comically overpowered. I've been playing Mass Effect 3 and its NG+ doesn't offer anything different except I can upgrade my weapon modifiers beyond level V and start at level 60 as opposed to 30. For those unfamiliar with that game, this turns you (Shepard) is an absolute beast even on the highest difficulty. The game is not balanced for Shepard with level X weapon mods.
They obviously can't do things like this in a MMO nor is there any reason to. The quests are already easy.
Another factor to consider is how easily exploitable EXP would be. Last I calculated, you could net 12M EXP doing just the first twenty quests. As there is no battles during that portion of the story, you have access to mounts and teleports, it would take a half hour tops just skipping every cut scene then restarting NG+ to do it again. This effectively turns NG+ into the best leveling method without question.
You got that experience. This is you doing them a second time and expected to be rewarded twice. Once again, if the story was not enough of a draw then NG+ was never intended for you. It exists solely for people who want to experience the story and not have to go through the aforementioned hoops. That's it.




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