I really don't see the issue with it, personally.
The fact is you will always be competing with the same people forever. The shard participants will never change, and eventually you'll all be the same power level as everyone else that is still active in the shard. The realization of this can lead many to want to cooperate rather than compete, since you'll be stuck with the same people while you play this account.
I've played other games with PvP modes where the events change participants every couple days. Those can get competitive when placement for the whole event (in one's own shard) is at stake (and the payout for the event happens at the same time for everyone, unlike here), but even there people have setup coordination chats to help each other raise their scores. In one game, while they may be in the same event and the same payout time, they are all in a different shard (fighting can happen across shards).
I think it's just a natural reaction with games like this to try to get the most out of one's own playtime, and, since the payouts roll-out daily according to timezone, if 26 people (from 26 different time zones) can get the rewards from #1 in a single day, then that's cool in my book.