I agree with WP... I feel that the writing is far too less in this games, npcs aren't talking more than a few lines which could be improved easily. What are the lore-guys doing I wonder. They can produce high quality stuff as we've seen in pre-release blog-posts.
I like the hidden events in the game (e.g. the swamp in Queensdale has this 2 guys who summon some demon or the Necromancer in the hut there has also a litte event which can be triggered by just talking to him) but there could be much more of those with added lore. They had some nice events in the Halloween update too... loved that scavenger hunt.
so those little special things are basically in the game, only far too few and with too less lore imho