It has nothing to do with earning. Many on-line games find many players in the exact same spot in the game, be it level, gear, trophies, etc. Some gamers have such fragile egos that wrap up so much of their IRL self worth into a video game they desperately seek alternate takes on reality that makes them somehow "better" than someone else in the exact same spot.... in their minds. They make up cute names for stuff, twist and rationalize in really contorted ways all in a desperate grab for a little ego self-stroking. While it is all rather transparent, it is no longer amusing.