AA's are probably the best incremental carrot to reward players for "limited" playtime ever designed for an MMO. Oh shit I can't play much tonight. But even solo or with one other guy I can play for an hour or 45 minutes and at least get an AA. Designing an extremely detailed AA system full of useful utility stuff, useful fluff stuff, fun things, cool things, quirky things, legitimate stat and ability increases and letting players go through it as they will is a huge and efficient system to keep people playing.
Designing them around 30 mins per AA for the modern era is a pretty good idea. Still annoys me that a lot of MMOs never bothered with an AA system.
But I totally agree, game needs to encourage more than just the item treadmill. I should be able to login. Craft some stuff, get some skill ups, gather some stuff or something and that would be rewarding. Get to a far off location... anything.
AA systems are incredibly painful to manage on the design side. At least they were on EQ when I took them over. If I could have changed 1 thing about EQ it would be to change the AA system to not be open ended. It should have NEVER been possible to get them all. It should have been a choice to let you flavor your character one way or another.
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