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Both EQ and DAoC had tons of buffs that made a significant impact on how the games were played. You would roll classes just for the buffs.
Hell they even contributed to an important social aspect of the games. You would seek out other people to get them. Strike conversations. Befriend a cleric or an enchanter or a druid. People made money off buffs and had fun doing that. You would run past a camp of people and would buff them just to help out, getting a lot of gratitude. You even traded buffs with other people on your travels. You cared about refreshing them
Just to use the worst of the worst as an example. In SWTOR you get 1 buff to throw on others and yourself. That's it. May as well make it a permanent stat change on your character rather than have a clicky