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I will explain it on example.
I'm a 20 warrior in Wow. The world seems exciting, it's beauriful and has nice lore. So, why do I don't explore it? Simple, for what sake? I will don't find any open dungeon with dangerous monsters and the boss from which I can loot very rare item to become rich. All the challenge is in the instances, so even if I loot something worth it will be nothing after 3 lvls. So I stay in city and queque for instances.
I'm a 20 warrior in open world mmo. Now I have only a wolf to ride on. I see a big hole in the middle of mountain. I go there, enter, but the monsters are too strong, I can't cope with them. 2 more people have arrived, because there were rumours that here is a monster which drops a very unique mount (1% chance). We clear the cave. Fight with the boss, but there isn't anything worth to loot. So, we come to the nearest village. People are talking about a raid on their village. In few minutes a dragon attacks the city. Only few people have killed him, but now I have a unique mount, and can explore the world, seeking for the adventure.
What is better, standing in city queueing for instances and loot mounts which are useless, cuz you stay in city the whole time while not raiding/ doing instances/bg/ arenas, or the second option. I'm waiting for your opinion .