That's how every MMO I've ever played works actually.. more time invested and a higher level of preparation leads to more rewards. Isn't that pretty much the entire point of playing an MMO? I mean, that is what a level based system encourages right.. it's not like they get any easier or take any less time the higher you get.. and a lot of people want to get max level (yes you can do this while having fun) not run around roleplaying that you're a bear or some retarded shit.
So ya, I think hardcore mmo players typically do put a lot of time into the game they're playing, not sure what other game you've been playing but that's how it works and thems the breaks.
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