Which makes building hp+regen that much better. The sooner people start realizing citadel upgrades > artifact whoring the more they'll start winning. You can tell who the artifact whorers are when they talk about pwning with super high dps/attack speed/tanking gear. Against a good team, the game will never reach that point.
In my first few games, I did artifact whore. Now, like you said, I never get to reach that point. Not to say i never get enough gold to go to the artifact shop. It's just that by then we are taking down the enemy citadel ftw, so there is no point in going. The sooner people realize this, the better off we will be.