I remember burning close to a million black market crate points to get a ship sign with my name on it. Why they like to torture us , and why we keep doing this to ourselves is beyond me ..
Because if they didn't, you'd spend 10 minutes getting the rewards that you want, throw them in your house, and stop playing until there were more rewards to get. Let's face it, after 20+ years of playing a game, the gameplay itself probably isn't a ton of fun, otherwise, you wouldn't mind playing endlessly whether you get a reward or not. Creating new rewards every 10 minutes to keep players engaged isn't feasible, so the best they can do is make things that require endless grinding.