The storylines we've seen thus far in MMOs aren't yet tapping the potential of massively multiplayer online games, Portnow relates, largely because they're not capitalizing on an MMOs greatest asset -- its players. Portnow says, "We haven't achieved stories that really rely upon the core of our media, the playerbase that a MMO environment environment gives us. We haven't achieved player-driven stories really directed by players themselves. And lastly we haven't achieved meaningful stories."
Why do people skip the quest text? It's because they have no stake in it. Unlike the experience they get from single player games, their actions don't affect the the world they play in. Story, then, doesn't add to immersion and thus players don't feel engaged by quests. The solution then is to unshard worlds and give agency back to the players, with real choices, real consequences, and less restrictions.