I feel it comes down to play style, I know people who rush content then stop playing until patches, I know some people who love to mindlessly grind, I know those who love to help others. When you break an MMO down to its core components, it's tedious and boring, but the people make it a GREAT game for me, and MAKE me want to log in again.

I know it's like saying "You're playing it wrong", but I wouldn't be playing this day if it wasn't for the people I play with. We learn the new fights, we share in the awful and awesome RNG, we get/help carry people who need it.

Getting a new weapon is great and all, but getting it with your friends who helped you do it, then helping them to get THEIRS is fun