In a recent interview, Blizzard's Vice President of Creative Development apologized for the game play choices made by the developers in the first expansion to the highly popular World of Warcraft. He stated the game play in The Burning Crusade "had a lot of high-concept ideas, high-concept environments, but other than some really nice moments, there was nothing really personal about it." Its no secret that the Burning Crusade was a let down for a lot of WoW players, who hoped for the epic highs and lows of the pre-expansion world.
Are developers trying to rewrite the formula when they release expansions, or should they stick to the tried and true? Can they continue to tell the stories of their worlds, holding players rapt in their narratives, and coming up with interesting and unique encounters, or should it always be more of the same?