the wow factor is dead, but the only game i see bringing it back its EQ next.

hardcore MMO does not mean time sink, it means theres layers of depth in the systems, you work for what you get, equipment has meaning like if you got a hard to get piece of equipment people see it and say wow that guy is the man.
SW galaxys, FFXI, EQ, UO few other had that. like FFXI in the lv75 cap you had relic weapon people knew that guy did a special feat.

nowin FFXIV you just need to find a chest in a raid or beat the easy boss at the end to get the goods. relics were a joke to get in 1.0 minus the random BS thats the only reason not everyone has one the time sink from failed crafts or time sink of hamlets.