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Sociality is what is missing to me in MMORPGs. It is not that I want a game to force me to be social, but I want a game that provides an environment that gives me the intrinsic desire to want to be social within them. I should be so taken away by the feeling being in a certain town or village provides me with that, in this state of awe, I would want to wander the streets as one of its citizens, and see groups of players doing things in that city that are completely within the role-playing the city encourages. And yet this role-playing should not be a mindset forcefully adopted by the players, but it should be suggested, once again, by the game environment itself, and the player would naturally desire to role-play, in such a way that they perhaps won't even be aware of what they are doing.
And I have encountered this in games. The Blood Elf city in WoW evoked this, as did that first entrance into Stormwind, or Ironforge.
Though all of this boils down to the constant argument I hear from here: we are wanting worlds, not just games.
So it's true then: add my vote to the pot. I want a social world that is full of beauty and intricasy. Combat isn't even necessary to me.