In my time as a GM, I've always hated stuff such as magic items, artifacts, etc; even as a player, I dislike the feeling of becoming "too cool" for the game world in question.
However, I have a player that just likes coolness and is always expecting to find magic items, artifacts, and gain cool abilities. He isn't a "Power Gamer" per-se, since he favors roleplaying and getting whatever fits his "style" instead of the most damaging stuff, however I feel he always wants to be the coolest of the group.
Playing D&D for example, he had a Monk, and he wanted to have a magical gourd of liquor that lets him spit a fire cone, and he ALSO wanted Wukong's Magical Cloud, and ALSO wanted to be the best friend and disciple of the god Korada from PF and pretty much "dedicate" a whole adventure arc on it.
Playing Pokemon Tabletop Untied, he's been desperately looking for a way to be able to have A LOT of combats mounted on his dragon Pokemons, I haven't, but he's always making comments on the subject, and he wants to be surrounded by said scenes of aerial badassery and combat.
On Savage Worlds, he made a character with "Weird Science" that can summon swords from books (LOTR, Narnia, etc), but he wants to make the game go long enough so he can have the 49 swords he imagined, he gave me the list, and usually takes forever to describe his actions with such swords even tho the resolution of said is simple.
Players haven't complaied about it, but I just dislike the fact he wants to be the coolest guy on town every time, and that he centers his characters on the concept "be as cool as I can", specially since he makes them in such way they're moraly "perfect" and have no exploitable negative attitudes, heck, even with SW Hindrance system he picks Hindrances that make him look like a perfect, flawless individual like "Loyal" or "Quirk: Too Heroic".
I don't want to shoo him from my table, because he's one of my best friends, I just wanna deal with this.