The thing I have about WoW now is, I don't have any memorable Cataclysm experiences. FFXIV even had a few but lately its so blah.
In FFXI, EQ1, DAoC, WoW Lich King, UO, etc, because of the community and common goals with your allies you'd strive for an accomplishment, get knocked down 30 times, and eventually overcome incredible odds and difficulty to achieve a new plane.
Let me list a few examples of some incredible experiences in MMOs:
FFXI - Defeating Alexander as a Thief. Lost about 8 times to it, that win was such an incredible feeling.
Same with Chains of Promathia or the Shadow Lord. FFXI put in road blocks, and challenges, sometimes where even the road to the boss fight was just as difficult as the boss (CoP). You'd struggle to learn strategies, gear up, find the right methods to win, and then finally earn your prize and recognition.
EQ1 - Planes of Power was one of the most memorable times in that game. Sure vanilla was great, but the progression through the Planes of Power. Going through the Plane of Nightmare, Plane of Earth, Fire, etc until you got to Time to defeat Quarm - along with all the previous bosses. That was a pretty epic and fulfilling time in the game history.
Ultima Online - Joining a Faction and taking over the world as your faction. Being on the Council of Mages and stealing the entire server from those True Britanian bastards, then holding onto the server. Being nominated to be President of the Council of Mages through the elections and then managing the towns resources.
WoW Lich King - The entire journey was pretty fun. The dungeons, the raids, the PVP. Having all of the story modes tied together, working through with friends to eventually beat the Lich King.
Even Old Republic - Coming up as your Jedi, defeating the Sith Apprentices, working your way up to getting even with your nemesis at the end of Act I. Then working along your journey to free the entire galaxy from the Sith Emperor. That's been a fun journey albeit single player.
Cataclysm destroyed the social boundries by adding cross-server raids, and groups. I didn't get to know a single player in Cataclysm who I didn't know already. I didn't gain a reputation because half the people I grouped with were on different servers never to be seen again. You can't make friends that way.
I think what helped FFXI was the small community of players where everybody knew your name and what you had done.
FFXIV has that still sort of.
MMOs are about community, and it doesn't matter the content as much if you can create and hold onto a community. Where FFXIV is failing is, the community is being destroyed. Your friends are quitting, your guildmates are logging off for months at a time, and the servers are not bringing in any new players. When your core group of friends stops playing, the game begins to stop being fun if you're paying $15 a month for repetitive content.

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