Hi,
@Mikes,
full agree. But thats how the most games work, not only MMOs ^^
Even the first console games back in the 80s gave you a bigger gun after harder bosses until the final level 
I have to absolutely disagree with that i'm afraid.
MMOs are different for seveal reasons. Why ? MMOs charge monthly fees: meaning... it would be detrimental if the game had a definite "ending", because if a player could finish it, they naturally would be inclined to "quit" and stop paying monthly fees...
Yes ... off course ... but take the comparison between a single show in the cinema and the pay-tv stuff.
And while game development is getting more and more expensive and the sales are going backwards the "single show" method isn't paying off right now ...
...Then some developpers found out it doesn't really matter whether people had "fun"... as long as you gave them "goals" to "work for". And that, pretty much, was the beginning of the end.
That is the basic idea... in later titles and especially a certain very popular one... the idea got perfected by making the early game incredibly accessible and easy to start out, while slowly but steadily increasing the amount of work it takes to reach the next milestone, the next reward... until you finally arrive at max level and are stuck "raiding" every single night with a couple of dozen other people who mindlessly repeat the same dungeon literally dozen of times until everyone has their "gear".... which is required to start the same thing all over again in the next dungeon... a common notion at this point that you may hear from players is that they "have invested way too much time in their character to quit now ... (despite having long stopped to actually have fun lol
"
... from a purely financial perspective, considering "content cost" vs. "how long it keeps players busy" ... it's of course brilliant. It also happens to be what i would consider a perversion to the concept of "gaming".
No, they are not

Take Diablo 1&2 for example. You can play them offline, you can walk trough every dungeon until there is nothing left. The only thing left to do is to play it over and over again to master nightmare difficulty and higher dungeons levels ...
Or look at Counter-Strike ... this game have no Story at all .. .still people play it over
years .. even with such an outdated graphic.
But - don't get me wrong. I think i'm getting your point and i can also partially agree. But not everything with an continuous gameplay is automatically = evil

Surely WoW could have be design some other way, it should be by now and it is going to be. I'm currently not playing it right now and i never was a "hardcore gamer", i have now a 6 months break so far and i haven't seen the content of the first expansion at all, so this was my one year break. While this time there was really very little improvement for game design, but currently there is coming lot of different stuff (arena, mini games, and some other stuff apart the raid content).
Blizzard is trying what can be done to make sure their developers have something to eat - and the gaming community something to have some fun with it.
If we would talk about EA i wouldn't doubt a single second about their evil intentions ^^
Traditional games are enjoyable because of the gameplay and/or story the offer; while items anddifferent weapons may be present in a lot of games... the motive to constantly improve your items/weapons to infinity, certainly is not. In MMOs on the other hand... it's the very opposite. Becoming more powerful is the one real purpouse in the game, with storyline and gameplay being a secondary concern, if any at all.
i know some people which like to chat all day long ...
I think you have a too focused sight on this MMO stuff, there is definitely more then only farming 24/7.
Certainly there are people who aren't doing anything else, i would never doubt that. But that are the same people who played counterstrike 24/7 or quake in earlier days. Those people have real problems with their lives, this has nothing to do with the game itself.
The basic game design of a MMO is of course something that can be played over and over again. It have to be. There is some story part in it, but you simply can't entertain the player to infinity with new content. That would be much worser than only farming new items.
If a MMO should cost monthly or not is an other question, which should everyone answer for them self.
I'm happy that Blizzard had such amazing luck with their game, this gave them the opportunity to develop games like Starcraft2 and Diablo3 at the same time at a high quality level.
When i'm looking at EA ... i get nightmares what it would be like if they dominate the game market.
But i'm getting quite offtopic right now, sry
