WoW made a big boi ludicrously hard to get then, after 0.24% of the playerbase managed it, made it smaller—'Blizzard literally stole half my dog'
In recent expansions, Blizzard has given World of Warcraft players a meta-goal to pursue after running through all the usual stuff. It's basically an achievement that needs a boatload of other achievements to pop, a badge that says you've done everything, and it comes complete with a prize.