What Brad needs to learn, or should obviously know by now (and if somehow not, PLEASE listen), is that game design means nothing if the engineering talent is not up to task.
The lesson of WoW is not one of great casual game design, of accessibility to the masses, but one of great software engineering talent makes or breaks the game. If WoW had EQ style mechanics, it still would be quite successful. The WoW gameplay engine was designed and developed by an absolutely great team of programmers and technical artists, and the WoW game designers rode the success of those engineers' coattails to the coked up hookers in ferraris: THAT is the difference. THAT quality of engineering must be there, must be present, else your game will fail, no matter how great your design is.
Had Darkfall or Shadowbane had Blizzard engineers, then we would've seen totally different games and releases to success.
Don't hire good engineers, Aradune. Hire great ones.