It's up to the game to appeal to him to keep playing it, though. That includes fixing any relevant ad hominem slur you want to sling at him.
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This didn't work at all. Not only did it lead to the formation of massive faceless guilds that only served to provide these rewards (and often nothing else), that particular mechanic penalized anyone who wasn't in the right guild in Catalclysm when they were leveling up (as leveling quests gave guild rep, but that could not be repeated if you switched guilds at level cap.)