i hate exp loss, but i love it at the same time. it is a necessary evil. i can't think of any other means by which to make the players care about dying. when i played EQ, there were plenty of times when my heart was in my throat while playing because i knew i was in a place where it would be very bad if i died. i knew even aside from the exp loss, that a very troublesome CR was probably going to also be included. it made the game exciting. when i played WoW, i never felt that because if you died in that game there was absolutely no penalty whatsoever. you died, you ran back to your corpse as a ghost, or you ran back to the dungeon as a ghost or you just did a GY to get your corpse back. there was never a rush, because there was never a fear. someone else brought up the analogy that playing WoW was like playing poker without money. that's probably the most accurate analogy that i can think of. it's very easy to say "i'm all in" when it's pretend money, quite a difference when the money is real.