That is why. The game has so little content that they need to force you to grind for weeks for armour to stop everyone maxing out their character in a week. Or MMOs are designed in such a way that it takes a long time to reach max level without making you feel like you are grinding. WoW for example gives you two continents crammed with missions and places to go and high levels. It takes months of casual playing to reach the end game with a single character and that is before you even get to the expansions which give you several more continents and even higher levels.