In the beginning, there was hand-crafted content. And gamers saw that it was good. But, then gamers complained that there wasn't enough, that games were too short.
So developers created procedural content. And gamers saw that it was good. But, then gamers complained that after a while it seems samey, pointless, aimless.
So developers created ranks and levels and currencies, and equipment and locations locked based on those ranks/levels/riches. And gamers saw that they were good. But, then gamers complained that they reached these goals too quickly, and then there was nothing else to do.
So developers added newer, higher ranks, so the highest ones are challenging to reach. And gamers saw that these were good. But, then players complained about it taking too long to reach these goals, than there is too much "grind", and repetition.
And so the developer declared "sod this!" Quit his/her job. Sold their belongings. And is now very happily selling pickled mackerel from a wooden hut on a beach somewhere in Guyana.