Again, you say cheating has made numbers irrelevant, i'm saying that numbers have always been irrelevant due to the stupidity of many wow players. I am not arguing that it's completely retarded that players look up against other players who have 'high numbers/achievements'. It might be just in Europe, but if you join a bg in T2 gear you get very often comments like 'wow sick gear' ... a good portion of the players treats you like a king all in a sudden. The same is true for pve. If you join a pug / random hc in full BiS gear or with a fancy title, you get exactly the same. Again I completely agree that such behaviour is utterly stupid, but it's wide spread. It's stupid behaviour regardless from the cheating/boosts. Even if this was a cheat free game and the ladders would reflect actual skill, it would still be stupid behaviour to be in shock and awe when you see someone with high rating/fancy titles.
As to explain that behaviour, I think you need social science experts for that. It's not something that only happens in wow, you see that everywhere online and in the real world. Greedyglobin was a blog covering this topic (he now moved to EVE online) and referred to those people as M & S, morons & slackers. Well I'm not gonna worry about why they exists or what their motivations are, I'll just take as much advantage of them as I possibly can. If x wants a boost and offers a reward that I value, he is more than welcome.
Note: it might be that I'm wording my PoV wrong in English, but I agree with you completely, but just go a step further.
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