You can tell it’s not a grind or a treadmill because they say it’s not. Also this “add a new tier of gear” thing is totally not something they plan to do every three months. Only every time they add an expansion pack worth of content.
You’ll be facing WvW opponents who will get the top gear, so let’s add DAoC problems, too. Trifecta! If the horizontal endgame isn’t working as planned, why not pivot to a vertical endgame?