Now, before you say anything, just bear in mind that sometimes a name just doesn't translate well outside of its country of origin. Obviously, this is one of those names, and it's unfortunate, because Luminary: Rise of the GoonZu sounds like an admirable attempt at something completely new.
Check it out: an MMO in which you play in such a way as to rise through the ranks of society, gathering supporters and momentum to attempt to attain the highest rank. From the press release: "Simulating a real world society, players in Luminary: Rise of the GoonZu can become an artisan and create their own items. Sell these items in the market and build your wealth. Purchase town stocks, lease buildings and even employ your own workforce. Have you earned the respect of your fellow players? Run for office in the residential election and become the GoonZu and control the server's future."
That sounds totally amazing, and a breath of fresh air, frankly. No mention of combat, monsters, level grinding, etc. Looking at the game's website brings all of that stuff in force, but I'm still very interested. However, I can see its name working against it; do you want to become the GoonZu? Though what do I know? Tons of people play Dofus all the time.