Well actually they don't lose anything (how can you lose pixels?).
On the other hand, the P2W players are more than enough to keep the company working without no one suffering (few days ago a guy on my server made 300+ pulls. meaning cca 7500 USD. Few other frustrated by power guys did the same in order to get Pain's).
So 3ish guys just made a whole 5-6-7 salaries in just 15 minutes. Money is not the problem for them.
For developers :
It's not fair for people that play GNW and spend time for doing it, just not to get anything, i agree. You really should consider rewarding every participating member. That member's time is not in vain. Otherwise, why joining when you know you have like 5% chance to get anything for 2h time ?