By their very design MMOs are built for long-term committment. How many times have you been able to hit the level cap in an MMO and experience even half of what it has to offer in a single month of play? The goal of MMOs it seems is to suck players into a long-term committment and get them to either subscribe at $15/month or spend money on microtransactions. Semi-successul MMOs can be quite lucrative, so maybe we aren't expecting enough? That said, a game like GTA IV has worldwide revenues of $1.1 billion (or more) yet gamers don't expect to get as much enjoyment out of it over the long term as they do from MMOs. One wonders how a game like Guild Wars fits into all of this.