You know more than 50% of MMO players (now a days) don't want a challenge, they want to enter the game get the best items without working for it. Be able to gloat to their friends they have XYZ item etc.
Top 10 Requirements to make a fun MMO that people don't get bored.
#1 Challenge - This really needs to be in the game, there is no reason everything is so squishy. Screw the population that thinks everything should be easily obtainable. Its like real life, if you work harder you are going to get more than someone else.
#2 Improbable to obtain Weapons/Armor - Make some items that are AWESOME something to strive for. Make it take a long time to achieve. This doesn't mean that this would be the only thing to achieve, but something to maybe build/upgrade and ALWAYS something else beyond that if someone achieves this.
#3 Story - Without a good story behind the quests the game feels empty. A plot goes a long ways and can lead up to something great.
#4 Group Events/Play - Without groups and Linkshells, this game will get boring. Start enforcing people must team up to do things. This encourages teamwork and making new friends, along with sharing experiences. This creates experiences people remember
#5 Road Blocks - Blocking/Detouring the ability to grow without finishing XYZ etc... This creates the need to do the Quests and/or other requirements before you can continue to grow. This promotes people gathering to do these quests and/or other requirements.
#6 - New Equipment/Items - Always adding new items/equipment in the game will keep the game fresh for years to come. When a person is stuck with a certain armor/weapon for years it makes the game feel OLD. This gives old and newcomers something to shoot for.
#7 New Areas/Quests/Content - I grouped these together cause they all are equally important with each other. Its important to have new areas to go to, to do new quests and content. Giving new quests in the same old areas still makes those quests feel not as important.
#8 Exploring/Hidden stuff - People love to explore and find out the cool "hidden eggs" in a game, so they can share it with their friends. Having these change every once in awhile and new stuff appear etc, will keep people always hunting for more. The best part of MMO's is sharing your experience with friends in game.
#9 Side Quests - Important for people who have less time, but still want to do some quests. These quests can be simple as kill X and get Y. But shouldn't be limited to that. There are players who prefer this type of quest and there are others who don't.
#10 Music/Graphics - Eye catching things will keep people coming back, boring plain old maps/terrain gets old quickly. So adding new areas and/or changing old terrain by adding items or anything to it, keeps the game appearing fresh.
Lets face it, if you expect handouts you get what you get. But when you work for it, you get what you want. Keep this in mind, hard work should be paid off with better things.

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