I'm not getting that as much myself; sure, it's an entertaining game and I can see how the meta can get huge with the variation in heroes and their abilities and shit, but, I'd like moar rewards and shit to keep me going.
Rewards that worked for me were the ones in Battlefield 3, where you frequently unlocked a new gun or gun modification that added win to the game. I don't think the visual rewards are doing it for me, maybe also because they're limited to icons and sprays (what is the spray button anyway and can I add my own, i.e. a cookie monster, like I could in CS). Needs moar uniqueness.
Which I'm kinda sure will happen eventually, they can't ignore how much money Valve is hauling in by selling e-hats and gun skins. Although with the latter, that's also in part due to them being used for gambling, which may come and bite them in the ass if the loophole is poked through.
I also dig how a nontrivial amount of weapons seems to have been inspired by Unreal Tournament,
also play of the game. Again. sigh