The way achievements are counted and the trophy system just don't create any competition. The "Everyone's a winner" mentality goes against the very concept of "achievement". Ranking and perpetual count would certainly help. We would have players who have run a specific amount adventures or other who have produced billion of resources, etc. Games that are the most successful are competitive by nature (in case BB wants to make money). By the way, 3 years later, "PvP" expeditions is still a taboo subject...