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We went from UO to EQ, AC, DAOC, SWG, EVE, PS and even Horizons and every MMO was so different. Then we had EQ2 and WoW which again were so different to what we had in the past, people say WoW was a clone of EQ but these are only people who have played EQ post WoW once SOE tried to turn it into WoW lol. WoW really combined most things that made the genre great and made it all better, it was the first AAA polished MMO that everyone had to live up to. Sadly that has caused every MMO since to want to be WoW and just clone it to the point where the genre has become tired and people are bored of the same old game over and over. It's a really sad state when every new MMO the first thing you do is some kill 10 rats quest, doesn't matter what ever developers say, they all end up like this... SWTOR and GW2 both do this no matter what people try to tell you.
The Elder Scrolls was an IP I never wanted as an MMO but it was always built as the perfect Single Player MMO (if that makes sense) and oh look they get the chance to make an MMO and it's becoming like a WoW like MMO and not it's own thing.
I'm just sick of this failing genre, I personally haven't liked any game in it since 2005 and none of my friends have who have all tried other MMOs and just keep going back to WoW before eventually giving up on MMOs. I'm running out of friends playing in the genre as they're all sick of it and so am I and no new games fill us with any hope. The only one I could get excited for is Planetside 2 but it's SOE and we all know their track record.
Developers need to realise MMO means Massively Multiplayer Online and not WoW clone.