Trying not to make this too verbose, so I've re-written this stupid post 3-4 times now XD

But honestly, to me, an MMO isn't at all that different from a book, except new chapters get added on over time. If you read it continuously, you're inevitably going to get to the end and have to wait for the next new chapter. You can re-read that chapter all you want, and re-reading it with friends will make the experience a little different, since you'll have their different insights into it, but it's still the same chapter. (I read a lot, if you couldn't tell, and I value books just as much as I do video games)

So in the end, I always dread getting to the Endgame, 'cause it's like taking note that there aren't many pages left in the book. Sure, new chapters will get added, but anything of quality takes time to make, so there'll always be the long waits where you're pining for that next chapter.