it's about purpose not about reward. What is my "purpose" for playing? You'll say "to have fun and be competitive is my purpose". But that's actually too vague, Why does a man date a women? to feel pleasure? to feel love? to be happy? To possess, to feel, to go out, to get married, to have kids.
Humans are materialistic, or at least a large part of us is, the desire for emotion can not be the only thing that drives you. You need goals, you need tangible goods.
it's just the nature of humanity and to say we should be satisfied with conscious attainments is more of a religious belief than a practical one.
You guys arguing against unlocks are actually very Buddist. That's the wonderful thing about capitalism, your beliefs are religious in nature and you seek to force them on the masses, but in a capitalist society, what people want supersedes what you think they should believe or feel.