I know they're worlds apart, that's why I said so in the post. Though to be fair gaming is becoming a sport, having ESPN picking up gaming, though that's besides the point.
As far as your Call of Duty reference, some of them have had more than just player cards as rewards. You don't get the gold weapon skins without being a 10th prestige or whatever, do you? You said it yourself, you didn't care to level up and so you didn't get the reward for doing it, granted you didn't know there was such a reward but still. The Unicorn was created for the sole purpose of rewarding those to did care enough to slog through the ranking system and reach the top of the pile, its not meant to be something to anger people who didn't want to rank up. Its a bonus, not a punishment. How fair it is would be subjective honestly, think of it from the other side would it be fair to spend months ranking up to earn something only to have it given out later to everyone who didn't put in the effort?
I'm sorry if I'm coming off as an elitist ding dong but honestly every game has top-tier rewards that are exclusive to certain tasks. I'll never have the top of the line armor in a game like Halo because I'm not the greatest at the online portion, so how fair of them would it be to start giving it out to people who don't put forth the effort and earn it the way they intended. At the end of the day the developers thought it was a good idea to reward max rank players from GW1 and created a special thank you for them. I don't think any disrespect was intended.