This sounds crazy, but I would be kind of hyped if online was persistent. Like, you have a squad or army or whatever, and you level them up by playing. So instead of you just earning a rank based on wins/losses, you have like a level 17 squad, and this squad's gear is just better than a level 1 squad, so the matchmaking puts you up against people of similar levels.
Seems like a decent enough fit for a game so loot obsessed.