Because then it would just become a way to fritter away time instead of an activity worth taking part in.
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Why is not worth taking part in though? Lots of people, including me, play CoD for hours on end because it's fun. I love playing the Clan v Clan with 3 friends and dominating the playlist, I don't get any loot for that? What difference does it make lol. When it comes to PvP, level advantages are disabled and all guns do the same damage anyway, given there are certain benefits to some weapons, but it's minor in the grand scheme of things. So what does it even really matter what loot you get? I can outgun someone who has an Exotic Auto Rifle with my measly Silvred Hushwind-D, Rare Auto Rifle... Makes no odds to me.