They should give everyone the opportunity to make progress. Because even people who don´t buy, have to eat the ads, and that's money for the company as well. So somehow all, some more, some less, we pay ..
Twice a year, for example, should give everyone the opportunity to choose the item they want to have. It will not unbalance them so much the budget and will encourage thelittle players to move forward. The game would be less stagnant and would become more interesting.
There is another thing that is obvious: if you have a mech more or less built and you get a better item, that will force you to change some things, right? So, give good items is not a loss for the company.
But sometimes it seems that we live in the world upside down ...