I think if someone were to make an MMO like that again, they'd have to advertise it like Dark Souls was advertised. You have to make it a point to tell people, "you're going to die, its what happens in this game, it's made to be hard as fuck to the point of being unfair."
These days, kids that just do normal raids in WoW 3 nights of the week consider themselves hardcore. The definition of it has changed. When we played EQ, the hardcore were the raiders that raided a dungeon for 10 hours, wiping 30 times and having no social life what so ever. Now adays, being a hard core raider is just logging in at the right time and raiding.
If someone made a game like this, they'd have to advertise it as the Dark Souls of MMOs.