>>717246007
They did that multiple times throughout the story though.
Even in 2.0, with the alchemist quests, and Moenbryda in the msq.
The lack of reverence is in fact a major theme of the Alexandria story.
All aspects of life, body, soul, and memories, have been commodified and manipulated to serve as entertainment or currency.
Alexandrians are just now learning that life isn't as worthless as they believed. That dying is tragic, random, and leaves an impact. That the body with all it's flaws and vulnerabilities has value. That memories are better kept than stored in a dimensional repository.
Dawntrail's concepts are 10/10, but the execution has just clawed it's way from awful to alright in 7.2.

Problem is, since the story has been pretty shit in .0 and .1 most people aren't engaged enough with the story to see the themes at play.