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Later in the xpac we shall be able to enter the rift, explore the new worlds granted with added quest, new dungeons, mysteries gear that does not look like our world gear. The players that enter that specific rift will be granted a quest chain to get to the end of that rift world and take on the real world boss of that rift. This will be end game content and starter zone content.
This is just an ideal on the many possibilities that can be added to this great mmorpg rift system.