It seems that nowadays people want more, more, more. This has become ever true in video games. For those of you who are old-school gamers, remember that people played games just to play them. The concensus today that i have noticed is that people want something for doing what they do. I have friends who play Call of Duty, Need for Speed, and various other games that you unlock or earn new levels for playing. What happens when you run out of levels to earn, or reach the highest prestige? They tend to quit because they achieved it. Black Ops is the most notorious for the more concept, while they lowered the required level for prestiging to 50 from 75, however you can prestige more than you could in modern warfare 2.
Whatever happened to simply playing for multiplayer's sake? I spent hours playing starfox 64's multiplayer, or goldeneye on the 64. Neither of these games had perks to keep you playing, you simply played because it was fun to just play the game.
The need for more is what causes developers to lose sight of what really matters in a game. The gamers themselves are just as guilty for simply wanting a new trinket as the reason to keep playing, rather than sitting down with friends to play along with the gameplay being another reason.
The only reason i have halo: reach is not to play matchmaking, or get up to the highest rank. No i have it to make maps and create custom gametypes that are far more appealing. Having over 34 maps and 27 gametypes i have more fun just playing them rather than the grind of matchmaking. Yet i do have friends who almost everynight jump into matchmaking to complete daily tasks to grind their ranks further into the e-peen feeding madness.
In closing, todays mindset has become, i want more and more to keep me playing. Gameplay alone isn't the reason and sets a bad example of what's fun. Slap a CoD sticker on it and they will play until they Prestige 20+ times. Play games for the games sake rather than the fact that it throws something your way other than the fun you had simply playing it.