That's the problem though right? I remember Yoshi-P talked about the 3 pillars that make a solid MMO. One of them was the community/social structure. The game doesn't really want people to have to organize groups to do content other than Savage Alex. It wants the normal average person to come back from work do their daily and go to sleep without having to deal with any social aspects of an MMO. 1.0 still had social structure, 2.0/3.0 does not. Free companies are glorified chat channels.