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So what is the main draw for you? Story, World, Social, or Gameplay?
We play MMOs, and video games in general, for different reasons. Some of us love the story and the epicness of watching it unfold. Some of us love being a part of a world besides our own and exploring it. Some of us love being with a group of friends and accomplishing feats together. And some of us just love controlling a character and demolishing everything in its path.
However, it does seem like MMOs, and some studios in general, try to specialize in one category over another. SWTOR, by many accounts, had a great story and decent social experience, but was lacking in gameplay and world development.
Likewise, Eve Online has a fantastic World, a great social experience, but mediocre gameplay and not much story.
What aspect do you care about the most?