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This seems to be the trend with newer games and seems like it will continue with upcoming releases like TESO.
I may be in the minority here but I prefer to be a citizen of the world where cool stuff is happening that I can take part in but I certainly don't need to have my ego stroked regularly through personal stories and phased quests that declare me to be some great hero.
Overall, I think the "I am the hero" mentality is forcing developers to implement game mechanics that actually detract from what made MMO's so much more collaborative in the past.