Well yes, for sure. I think that is true for a lot of MMORPGs. The brand is a big part of the draw. People can make the greatest MMORPG in the world, but without an interesting brand that already has fans, it may just never catch on. Likewise, they can make the worst MMORPG in the world, but if it has the brand then fans of that brand will play it.
Already I look at a lot of these new MMORPGs and as amazing as they look graphically or mechanically, I just don't care. Because there is nothing that has made me care about their lore or their world.
So it is very important that these new, brandless MMORPGs give you a reason to care about the world around you. The easiest way to do that is actually to have an MSQ that teaches you the lore of the world, makes you care about it, and makes you feel that this MMORPG is your home.
Otherwise, it is just a piece of terrain with some special effects and the moment they make a mistake, you'll leave it and never look back.