[{quoted}](name=Unreformed Shaco,realm=OCE,application-id=3ErqAdtq,discussion-id=O5EvyuXf,comment-id=00080000,timestamp=2017-10-18T14:04:56.492+0000)But similar skills should have similar damage outputs.
I completely disagree with this. What a skill does isn't something that's in a vacuum -- it's entirely dependent on the rest of the champion's kit.
Also, even if this WERE true, Lux R is nothing like Vladimir Q. :P
When I hear "Ultimate", it should be the best of the best in terms of skills, but then you have champs like Ezreal, who do just as much with his Q as he does with his ult.
This is largely a perception issue with the term "ultimate." Udyr, Elise, Nidalee, Jayce, Quinn, Tahm Kench, Ryze...a lot of champions have ultimates that serve specific, potentially powerful purposes on their kits but aren't actually their "huge impact" moments. A lot of carries have something similar -- Ezreal, Kindred, Draven, Caitlyn, Tristana, Varus...these and more have ultimates that are designed to offer uses in specific situations, and don't deal as much damage as just attacking the target. Ezreal's ultimate is for team-wide damage, long-range snipes, and wave-clearing. His Q is for keeping up consistent high damage output. They're VERY different skills with different design goals, and I think that's absolutely fine.
Since the game is now literally who can burst eachother out the fastest, what's the point of ultimates when you can spam low cd high scaling skills? Same with auto attacks from carries. They do more than any skill does, but have no cooldown and have range.
Because skills serve purposes, as indicated previously. The game isn't really just about burst damage either -- it may be a little too high right now, but I think you're definitely taking this to a little bit of an extreme.
To take a design perspective of the issue, you don't always WANT damage heavily tied to an ultimate. Doing so creates issues when you want a character who has consistent strong damage -- Ryze or Vladimir or Cassiopeia, for example. If you sink a large portion of their damage into their ultimate, they suddenly lack that powerful consistent damage when it's on cooldown, or they get to high a burst when it's up. As such, often a flashly utility ultimate (or off-role ultimate like Ezreal) can be a strong design choice.