Where are the unique items with sligthly better traits/stats. Once you hit 30 you can max out your gear way to easy.
Where are the unique awesome weapon/armor skins? Making it worthwhile to complete the harder challenges of this game.
It seems so easy to implement a rewarding end-game. One could start wonder if its completely intentional no to add more rewards to the game. Its just dont see why, it should be such an easy thing to add.