The content of WoW tends to be aiming at "causing minimal offence", which is an effective strategy when it's the player interactions and societies that are keeping people in the game, not the content. In other words, the content is fine as long as it doesn't drive people away; the content does not have to be good. Another reason WoW is so successful is because it has very good support compared to many other MMOs, whether it's balancing, helping or enforcement. Of course, it's not perfect, but it's a lot better than other MMOs relatively spekaing. WoW is like a country with people and communities you'd like to see everyday and a strong government that rules well. Even if the grass is not green, the environment is a bit polluted or the pay isn't exactly stellar, you'd still enjoy your time there.
On the other hand, many recent entries in the MMO genre focus too much on content. It's as if they've built this very beautiful kingdom, except they poorly implement all the social features and make forming communities difficult or meaningless, and the king is always asleep and makes tons of bad decisions on a daily basis. Those MMOs attract people, but fail to compel people to stay. SWTOR is certainly an example - beautiful world, average social and suppport eventually drove the game to F2P. ESO is a good recent example - very beautiful buggy world, poor social designs and absolutely dreadful support/patching/balance that's slow to react, slow to address and slow to learn. On the other hand, MMOs that manage to master the social and support aspects of a MMO on top of content have met some some success, examples include LOTRO that learnt the way of support a bit late into the game, or EVE that has its social aspect maxed through the roof.
A lot of new MMOs are coming out, both AAA and indie, including WildStar, ArcheAge, EverQuest Next or even kick-started Pathfinder Online. Since content is the only thing a MMO can effectively advertise before release, we can only wait and see whether these news MMOs will do a good job with social and support aspects.
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