From the moment you set foot into the online world you should be "end game"

The journey should be exciting at all times, not the destination. I mean we can live with milestones, but there's so many times in online games where they just can't get it right, you hit odd plateaus where exp doesn't come in quickly anymore but you're locked out from anything exciting and you feel underwhelming, or you level so fast you make all content meaningless until you cap.

MMO's are a stale genre until some change comes in. I honestly believe that the market itself has finally hit a saturation point and thankfully what we will see now is gamers leaving in frustration over repeating the same things for the last 15 years and developers forced to really push the envelope and re-imagine the genre once again.

Personally, I had a ton of fun with Asheron's Call back in the day because it was a game that had immense levels and no real loot table so to speak, it was fun to actually monster hunt and see what you could get off high end monsters. It was less about the need to hit a cap and just a desire to explore and challenge yourself.

The irony or the internet is that it made games like MMO's possible, but also ruined them, how many of you can say you do all content without once looking up online for the strategies/answers? That's including the ones you play with.