Getting cool stuff is a large part of playing a "Cool" game.
Plus I see all the voting options being a problem of the DM not knowing what to do with their game. Just shows that despite claims to the contrary too many people treat the rules in the books as irrefutable.
If its boring, too common, etc... the DM needs to make the changes, not WOTC. Entitlement is a little bit harder for the DM to deal with, but up to a point is a legitimate expectation on the part of the players. They are playing a game with dragons, demons, and powerful wizards and priests after all. Having all that and little to no magic is counter intuitive.
So my "vote" is that the DM does what it takes to make it work and still be fun and not blame it on a rule book. The books have to make it all available. The book gives you rules which may help a DM control these issues in a manner they like. There are tons of ideas and advice given on how to deal with these issues in case you can't figure them out for yourselves.
Not to mention plenty of people on these boards who can offer their insights, and I have read plenty of threads where they were given.
Saying 4E needs to somehow fix these issues is wrong. These options need to stay in the game.
Believe it or not some people ike running and playing in games where the PC's are christmas trees. OThers like to play with the Grinch. Most are somewhere in between.
All 4E is going to do is give you suggestions and guidelines on how to offset these issues if you perceive them as problems. Just like in 3E. The only thing that is going to change is the parameters of the game, but the advice is still going to be the same. Just like it is for every edition, and for every game system.
So the advice is still going to be "control it however you see fit". Give out less, write up interesting item histories, if you give out more than "X" value at "X" level your probably giving out too much, if you giving out below those amounts then your probably being to stingy, etc...
Just because its going to be 4E doesn't mean the means with which to deal with these issues changes.