To me, it all comes down to enjoying playing a game for the 'soft' rewards that it will give- stories to share, memories to keep and laughs to be had. An enormous draw to this game for me is that it isn't a game to be 'beaten', to nab all the gear and 'level up' in...
Rare keep mentioning the 'even playing field'. No player is better than another coming out of the starting blocks. No player or team will dominate due to having more or better gear.
Anything you do earn will change the cosmetic appearance of your equipment, but not its function.
You say, 'but is that it?' Well no, it's not...
If all you want to do is find stuff and get 'levelled up' then yes, this will feel like a very unrewarding, two-dimensional game, and possibly isn't the right game for you... But, if you want to explore the world and take it all in, if you want to smile as you discover something new and exciting, and then share it with your crewmates, then SoTs most certainly will deliver in spades for you.
I think that all of this focus on rewards, and stuff, and beating the game and other players is missing the point a bit. Perhaps the focus should be less on the 'winning' and more on the 'wonder' of SoT... Finding out what's out there... Exploring, finding, and sharing that experience in a socially-driven game... A lot of the complaining, to me, comes from people who want to fit a square peg into a round hole because they want a competitively- driven game...
What will keep players coming back for more? Different things for different people! SoT's flavour might not be to all people's tastes, but that's how it goes! After the beta some people will decry the whole game for X or Y or Z, or all of them together, but another player will praise it for the exact same reasons...
I didn't play the alpha, I came to this game only recently, in the new year. I've watched every video I can and read every word I can also find. I'm excited to finally have a go tomorrow. Will I enjoy it, I certainly hope so! Will I reserve my whole judgement until 20th March & full release, again yes!
We won't get the whole experience for the next 5 days- otherwise why have a full release in two months? Will we get new stuff? Hopefully- Rare want data and feedback on newly implemented game content, I'm sure- and they want to build what was in the alpha experience for everyone that's gone through that.
I'll be sad if people blast SoT for what they get or don't get over the next 5 days and throw in the towel before we've even got a full product, but it will happen. Wait until March 20th to stick the knives in fully, if that's your persuasion...
Or, go into the game with an open mind, and play it as Rare has always intended- as a 'pirate's adventure playground' full of fun, exploration, story and adventure...
I can't wait...