Transmutation, a good idea.

Megabear

Gives people a way to get the item they want, without making it too easy to obtain. Personally I believe it's an appropriately measured response to growing discontent over the necessity of grinding for new gear each time BIS changes, which is often. ZOS probably took a look at it and thought, "yes, I can see this getting pretty old but how do we resolve this without just handing over end game content like we do with the millennials?" I complain about ZOS more than I praise them, but this is something they did right.