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The main reason i and many people play MMOs is the fact that we love to advance our characters...
while leveling we advance trough getting new skillsand abillities, getting better gear, advancing stories, getting acces to new areas or content, advancing crafting or other seccondary systems.
but when we get to max level, most of the advancement stops..
They need to create an MMO that allows people to keep advancing all of the above and you will have a guaranteed hit..
Best MMO experiences : EQ(PvE), DAoC(PvP), WoW(total package) LOTRO (worldfeel) GW2 (Artstyle and animations and worlddesign) SWTOR (Story immersion) TSW (story) ESO (character advancement)