My friend the "content locust" :(

[Doo]

I'm prepared...are you? And who says something has to have a personal gain in order to be fun? I help people in my linkshell all the time with something that nets me little reward. That is kinda what an mmo is all about, but yet many people treat mmos as an isolated experience.

Yes, that's human nature. We mostly do things that benefit us. Some players can find enjoyment chatting with friends, helping out, etc. Those are the same type of players that can make their own fun and can do it in any game they play.