We play this game called World of Warcraft, and naturally it's about war, various sorts of fighting and skirmishing and so on. Most activities are involved in this fighting in one way or another, even if indirectly.
But we also know that some things in the game have absolutely no effect on your fighting skills whatsoever, and yet these are some of the items in highest demand. Non-combat pets, unique mounts, cute outfits, and so on.
So now imagine that you get hired for Blizzard just to design more of these non-combat items. What kinds of items would you create? What would you make players do in order to get them? What do you think they would add to the game that isn't already there?