It just makes it hard to gauge what is important.
Citadel upgrades are hard to ignore. Games seem to average about 25-30min for me these days, and while certain items are nice, I find myself getting a few lower to mid level items, and going in and co-op'ing on citadel upgrades. Depending on how long is left after the most important upgrades, I may get one high end item, but usually with never more than 5 min of gameplay left.
The high end items, no doubt, are nice, but some of the lower end items you can stack (from same item class), and for much cheaper, are very inticing.
If your teammates all acknowledge that citadel upgrades are primary, it changes how you play. You may feel less inclined to move ahead alone and move out as a team (together, instead of splitting up, I mean).
If you both become uber-DG's, with great items, you better be able to hit things from a distance or move fast, or it'll be in vain - no? This approach could lead to a less effective start with a stronger finish.
I'm not sure if changing anything could really help - I'm sure some minor tweaking is bound to happen at the very least.
Regardless, it will no doubt be interesting to see what happens here.
Best-