It's all about the loot, for most it seems. As unimpressive or unneeded some of the end-game gear is, there's the nagging voice that seems to have gotten louder over the years, that e-peen size matters I find it quite unfortunate as, more often than not, when I enter a random duty by DF, or even PF people seem to become mute X___X or enter troll mode.

Perhaps it's the nature of the content and the abundance of easy to obtain items being flailed in our faces, or it's cause the overall attention span of MMOers has shortened. Can't see it changing as the developers and publishers have to gain good coin, and this route seems to work well enough. Until someone invents something completely new and amazing within the genre, which doesn't happen often. . . .

Thankfully, there's still people who like to socialize, take their time with everything and just enjoy the virtual life and not worry only about the virtual job.