In my opinion, it's all about the journey up through the levels. You're constantly traveling through new regions and vistas, watching your character increase in power and abilities. It's almost like a movie, in which the young inexperienced hero heads out for a life-changing quest.
But others claim that the endgame is where the true MMO experience lies. It's here that your character finally has a full range of his/her/its abilities and is able to tackle the toughest challenges and most epic confrontations in the game.
So let's see how this pans out in the public arena. Which aspect of MMOs gets your motor running? Which is where the true spirit of gaming rests? Vote, and live a life free of regrets!