-online communication is no longer a novelty
-you only see another player as a mean to your ends
-communication with another player is considered meaningless if not rewarded
We live in the age of "profit" where everything is meaningless unless you can profit from it. Even people.
Edit: Just to clarify
Conquering and winning is always fun.
We earn the girlfriend, we win at our job, we conquer arena rating, we win gear etc
But what i mean is that nowadays we may have lost touch with other players and the simple joy of communicating with them and just having "stupid fun".