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Most older MMOs had pretty much fluff and pretty advance form of housing such as UO, SWG and alike.
How come these things are not important anymore as it used to be?
Endgame for some are raids for pretty snowflakes while others treasure a nice looking home decorated from floor to sealing with a nice looking garden with trophies collected during your travels.
I am talking about games that is new not old ones like Vanguard,EQ2 and alike and yes I know about RIFT effort in doing it and I do find that fun that some tries to breath some light to this forgotten aspect in a game.
Look at NWN,TESO,GW2,TOR(yes tor has some of it not all)
We need more fluff, housing,cloathing,games, fishing, hunting, anything that will not include killing mobs.
If it's not broken, you are not innovating.