FFXI, that should have been your core model for 2.0 not GW2, RIFT, WOW, what have ya.
Please read these comments
http://massively.joystiq.com/2012/10...ke-to-see-mor/
You can see, most people are tired of how MMOS are being made, and they want them back to how they were(aka FFXI)
"... What made MMOs fun back in the day (and kept me logging in) was the sheer challenge of the content. Quests are fine to me, but do we really need a HUGE question mark? Glowing trails and arrows pointing you EXACTLY where you need to go? All that does is focus the gamer to consume the content as soon as possible. And we all know how much fun that is. Questing alone doesn't make me want to logon everyday. Its the complete experience."
I'm also not saying be stuck in the past, but add new things, be creative try something new that another game hasen't but keep that whole MMO WORLD feel. To me that's adventure, companionship, not, "go here, go there, go here" That's not any types of fun, that's just a good time killer.