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Hearts were there because there's quite a lot of players who were brought into the MMO with the WOW experience. These guys need a direction. Something that tells them: get your ass here, there's something for you. Hence, hearths on the map.GW2 was close. but I think it was undermined by hearts.
Group-level events and end-of-meta events are what's interesting there. You do get tangible rewards because of the Champion/Boss chest.And, the fact, doing events was just exp, karma, and cash. it needed something "more". Something more tangible. rare crafting mats maybe.
What I think is missing is the fact that most events don't lead to those. That's why you get instead Queensdale "bus" touring the Champion locations in order.