I hate repeated phasing like that. If you think I didn't get it, try rewording it.
The celebrity idea for the marketing team stemmed from various celebrities already talking about the game. Blizzard encouraged it and their community to grow and communicate. The reason why "all the games which tout themselves as being 'different' end up with a fraction of that number before fizzling out and fading away completely" is because they aren't different. Really all they do is add one or two minor features and glorify it like the second coming. In the end, you get the same core structure. The same uninspired quest goals, the same mad dash to endgame, the same instanced dungeon runs, the same holy trinity. We get tens of MMO's a year claiming to radically reshape the genre, but they only tackle the unimportant side features leaving the truly stagnated components to rot.
Let's look back at the FPS genre. I mentioned Portal earlier. It's a popular FPS that radically different. Genres don't need to cater to the expected to survive or even thrive, and that's something I feel most MMO developers are afraid of because of the mass amount of cost it takes to make them (even though almost all of them have sputtered into the forgotten void.)
This game has a few things going for it:
1. Better graphics (doesn't seem to sway consumers based on the last few releases.)
2. A story (Won't keep people around long. Story has been done in MMOs before. Once it's done, they're out.)
3. FF Fanservice (could be a big draw for FF fans not crazy about MMOs)
4. The revival. ("It's better now, so it must be good". This might actually be the biggest draw.)
WoW was a one time thing. No one's going to repeat it, or even come close just by rehearsing the same song and dance, no matter how well they do it. They don't flourish, they just live. And I see very little reason why this game, as great as it's looking, will break that trend.
And seriously. Caps help me read. Don't tell me you can't. I see those question marks.