Yep - and that's the problem.
Most aren't willing to admit it, but its the "treadmill" concept of these games that keeps people coming back.
Make it absolutely trivial to get whatever you want and people won't be interested in playing the game. You've got the Uber Epics Sword of Everlasting Awesomeness? Well sure - everyone has one - and there's nothing left to do to get the EVEN BETTER sword.
The treadmill concept tricks people into thinking they're working towards a goal, and its what keeps them playing. It also is what makes most eventually quit when they realize that the goal keeps moving and they're never going to get there.
WoW got particularly bad with this when the concept of daily quests were introduced. I saw tons of players resort to "just logging in to do my dailies" at that point, which is bad when you really analyze it. You're logging into a game nearly every day to do the EXACT same thing to make one number go up (gold or token count) just so that you can eventually buy a bunch of pixels that make another number (stats) go up - all so that you can be more efficient at killing things to make the gold tokens go up. Its a vicious cycle.