Everquest was developed by a small crew of misfit nerds in the basement, while the rest of the company made Sportsball '98™.
Now that MMOs have blown up and become cash printing machines, the nerds have been pushed aside and the chads took control and min/maxed the profitability, leading to a Skinner Box process of intentionally making something addictive.
Future MMOs should focus on giving the players the ability to create new content - through worldbuilding, story telling, or large scale PVP events.
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