I have played many MMO's, and fishing is always the same - click a button, wait 5-10 seconds, click another button? Why? Why can't we do better?

The most fun (maybe the only fun) part about fishing is when you're fighting to reel the fish in, and for some reason, MMO's completely skip over it to make it a dull, boring, tedious exercise in two-click repetition. And there is no reason for it.

Fishing is the PERFECT opportunity to add a fun mini-game. There have been fun fishing games for as far back as the original Nintendo. Surely a good developer could look at these games and import some of the actual fun from these games into the doldrums of the current system to make it something fun, rather than an attempt to bore the players into a coma.