Just about every game since WoW has been designed to be "won" inside the free month or soon after. Some had a few good ideas, some mediocre ones and some terrible ones but in the end the games themselves are flawed on the time mechanic. No time investment, no attachment to characters and all you end up doing is speeding players to the illusion of some end game which ends up being repetitive garbage. All of which only to stop players from progressing quickly which is what everyone finds fun <boggle>. Progress all you want and at a rate of your choosing up to end game, however, once you are there fuck you. 6 quests here and 5 there then go beat off or something because there is nothing to do.
In addition, these games have become so sterile and predictable its pathetic. You can predict your next loot drop by adding +1 to the stats and the hand holding from hub to hub on rails adds nothing to the replay factor. There is no soul anymore, nothing to look forward to except incremental +1 upgrades and a bag full of vendor trash.
Seriously that is all you got for us? How stupid are these developers? Stop trying to meter out my enjoyment like some giant fun Jew. Its done nothing but stall the genre with a bunch of half ass ideas implemented into a shell almost identical in far too many ways to a game we all played and quit years ago.
Until they stop doing the above, games will continue to be 30 day wonders or maybe hold your attention for a month or three. I don't need some super massive grind, I just need enough content to last me a good 6 months and give the developers time to create more of said content so people, I don't know, keep playing and paying for their fucking game.