That's like saying life's too short to care about money or a promotion at work. It's those things that often give people a better life so that's why they desire them as ranks here = promotion and more merit = more money and time saved if they can get it. The majority of people who spend their time here desperately trying to achieve ranks or earn from from campaigns are probably doing it because it's one of their better options. Would you rather be unemployed or do back-breaking menial work when you can get paid from the comfort of your own home for doing some posting? Some signature campaigns pay a good amount of money and if you're from the developing world getting on a campaign like Chipmixer might be life-changing money so that's why people are desperate for merit/ranks as it means more money for them. If most of these people had better options they'd probably be doing them but sadly they likely don't.
Of course, that's why I said not to care "too much", since some of these people (we're talking about beggards right) are really obsessed or desperate, as if reaching a higher rank leads you to paradise. But indeed, for some people in some regions in the world, even a few dollars a week can make a huge difference, I do realize that.
Just clarifying, I wouldn't want people to think I'm a leftist who believes we could all live with "l'amour et de l'eau fraiche".
