People just want progressive reward structures (aka: goals) to work toward in casual oriented content. Tying these progressive reward structures to their relevant content (or content lanes) is an easy way to avoid having the accomplishments of one trivialize the accomplishments of another. Someone who spends all of their time doing WQs would have the best gear for doing WQs, someone who spends all their time crafting would have the best gear for crafting, etc. Pending further info, the overhauled professions look like they could be a good step in that direction.