Oh UKresistance you crack me up, it's a good thing you are never meant to be taken seriously.
The problem is there's only 20-50 guilds that can even compete at the top level. They're targeting the wrong audience. It's a bit like being at a party and all your friends are passed out, then your proceed to walk over to the table and play bingo by yourself. You may win, but does it mean all that much?
Boom! In your face losers! You snooze you lose.
So "snowflake" if that's all you're interested in, it means nothing.
I can only imagine this game can get incredibly boring to the top 5 guilds. It's the same guilds over and over, and there's no real competition for them other than each other.
Same thing with the PVP leaderboard, it's the same people every week. Oh you made it to the top again?! Surprise, here's some rewards.
That's why it is absolutely pivotal that guilds be matched up to as close to their own level of activity as possible. They have no business being compared to the highest tiered guilds, and as such getting no rewards for it. (or on the same level as)