because is not what an mmorpg was supposed to be.
In wow you can do what? kill the same boring mob a thousand times? hoping to get the rare drop?
It's time consuming ..that's all but there is no accomplishment, and no surprise.
Wow doesn't have a living, breathing world. you just endlessly go around killing monsters.
You can't do things like building a palace somewhere, and by smewhere i mean a place accessible to everyone in the world, have a couple of allies do the same and build your own little town. and everytime you go outside town anithing can happen, monsters are not the only problem, usually other players are... and there is no horde, no alliance, no stupid teams... thereis you, and another guy, and you don't know if is friend or foe, until eventually is too late.
exploring freely, be what you want, do what you want, that's a good MMO
basically Ultima online before trammel and felucca.