The mmorpg genre has just forgot to evolve with time. Let's not forget that the initial appeal was :
- seamless exploration
- spontaneous player encounters
But then, other games did that as well (if not better), magic faded out. Meanwhile, the core mechanic of massive multiplayer gaming, aka allowing everyone to experience the exact same thing at any time, progressively showed its ugly face :
Repetition. Routine. Scripts. Rinse & repeats.
Imo, the only thing that can save MMOs would be integrating true social AIs. Like
this one, (in a refined, proper videogame version of course), tailored into each NPC.