Reputation

[Occhidiangela]

And this all on a system to start with that is just a silly time sink to give no real benefits?
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While I find Bolty's remarks concerning "rep replaces experience" as the best answer to your question, game structure wise, the other purpose includes, due to the subscription business model, profit motive. Blizzard offers a variety of things to do, depending on player tastes and preferences, post level 60 to keep your account active, you playing, and thus the revenue rolling in.

Some folks like BG, some raids, some like item farming, some crafting, and some will find the Rep improvement appealing to further other ends, or as an added goal when getting together with friends to open a can of whooparse on monsters for a gaming session. Anything to keep folks in, on, and active.

This analysis may sound cynical, but realistically the game can't completely free itself from its business model. I think that is the nature of the beast with any MMORPG.

Occhi