The biggest issue is the sweats don't want to sweat. So what happens is, they play in no MMR-type game modes to get their sense of superiority. It's why Live Events seem near impossible for us casuals to compete in; there are just too many sweats.
Even in games like League of Legends, you have smurfs ruining gameplay for true newbies just to get a sense of that superiority because they're tired of their games not feeling "fun." NickRunTheFUTMarket is one such whiner, always complaining about how hard his games are but rejoices at being able to pound a player 2-3 divisions worse than him. Naturally, since he has a big audience and can reach thousands of viewers, he then becomes EA's priority (even if unwillingly).