While I know you are being sarcastic, I want to address this. It's not more alluring, it becomes routine which makes it less appealing and simply grindy. It also fails to create any kind of structure to the itemization or anything to strive for, you know you are going to find the next best thing around the corner, so eh, you might not even bother because the corner after that will have even better shit. Randomness for the sake of randomness is not what the gambling mentality is (which this system is analogous to), it's the intent to find something specific that keeps the wheel turning, the same principle applies to Diablo-clones. Just MMO color-coding the items doesn't work, neither does the finite number of enemies which bar you from grinding and actually finding something usable, it's statistically possible to not find anything for you the whole game due to the finite mobs and the randomness. I guess that's why they deem it appropriate to constantly throw items in your face.