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This is something I've continued to notice as I've played through both MMOs and PC games. MMOs always have seemed to lack something to me, some sort of spark, and I've finally figured it out. The storylines in MMOs usually, well to put it bluntly, suck. After playing through RPG titles for the PC and throughly enjoying their storylines and to go into the world of MMOs and realize that the story that most MMOs tell is terrible it's hard to get myself excited to continue playing (I do it though).
I don't understand why gameplay has to sacrifice a great story. I want to be surprised, not be one of those people who know everything that's going to happen in advance. Hopefully as MMOs continue to evolve (or devolve, whatever your perspective is) the story will be given more thought in each game.