I agree. Also, Trion's use of sound is great. By the time I was done in Pelladane I really wanted a quest to go find the guy with the motivational....errr....propaganda speakers (the ones by the labor camps) and kill him. Also, questing late a night (real time) and with most of the light down in the mountainous regions every time one of the random roars or growls would come up I'd find myself doing a quick 360 just to check to make sure I wasn't going to get jumped by some random mob.
And the store lines are great. For the first time in a long time I was fairly emotionally invested in the plot in a game -- I forget the last time that happened. Getting the quests to kill the commander in Pelladane or Salvarola in Kingsward I was more then happy to do it ... didn't need XP or any reward, just being able to kill them. Again, I can remember when a video game had that effect. Yes in books and movies I would experience that level of emotional investment, but not in a video game.
The above two points are probably why I'm telling people to take their time explore and let yourself get immersed in the world that Trion has created.
BTW -- I always do the story lines first in a new zone (call it curiosity), but I will pick up an discovery style quest as well as killing one of any mob I come across, just so I can come back and do the carnage quests later.