I agree that this should be an optional experience. In fact I think there should be a lot more optional experiences in Hearthstone. That is why I made my suggestion above to give a reward that is a new "Costmetic" currency and then provide some new costmetic content. Since cosmetics don't affect gameplay they are a completely safe reward that doesn't force people to play the mode, but still provides something to work toward within the optional game modes. (this should also be how they implement a wider achievement system, with this new currency as the primary reward)
And Blizzard also agrees. That is why they give you a free Card Back when you reach the end of the Dungeon Runs. Obviously this is a reward for only the first run, but lime you said, it is just a nice cosmetic present.
Any more than that can have a huge backlash (ie past season card backs, or many new card backs). Just remember how people panicked about getting Nemsey, when it was just a nice cosmetic present for those who went to a Fireside Tavern. People NEEDED to have it all of a sudden.
Never underestimate the need from people to collect things, even cosmetic, and how much money they are ready to spend for it (CS:GO, Overwatch, etc...). People with a new cosmetic currency would just complain Blizzard is bleeding us dry and trying to get more money from us without giving us more of the game. The balance of one new awesome card back, for completing the dungeon run is the right balance, and a nice cosmetic reward.
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Interesting Idea for Dungeon Run Rewards
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