The lore at the start of SL, such as it was, didn't create any engagement with me. I didn't care what was happening or who it was happening to. If anything, it was just annoying.
Since I didn't have any commitment to the story or setting, and because I was annoyed with the gameplay, all that kept me around was people I had played with, and that ran dry in just a few weeks. You don't need WoW to keep in touch with people.