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small group dungeons (like in DDO, WOW, LOTRO, DCUO, .....)
arena/battleground pvp (some smaller than BF3)
raids (biggest in WOW is 25 man ... even at 40 man .. it is smaller than BF3 battles)
and not to mention SINGLE PLAYER quests and daily quests.
In fact, the only massive part is the city where people wait for their dungeons/pvp to pop .. and that is just a massive lobby with a massive AH.
So much of the gameplay experience that many players spend most of their time on are not "massive" (like a PS2 hundreds on hundreds battle) in *many* MMOs, may be it is time for MMOs to abandon its roots, and embrace a broader definition. In fact, the texas holden online game i just played is as massive as a MMO. YOu can gamble with 8 people, which has more players than heroic dungeons ... and the lobby is as massive as orgrimmar in WOW.