Hit the nail on the head.
Newer players to MMO games will likely draw from their experiences playing FPS games, or GTA, or Dragon Age, or Skyrim, etc.. and they will evaluate a MMO based on that criteria. But other online games (and offline RPGs) are designed to be picked up, played for maybe 5 months and then abandoned for when the next big game comes along.
A Veteran MMO gamer knows that the experience of the game is stretched out over
years, and if crafted properly, it leaves players with some of the best gaming experiences to be found anywhere.