The Daily Grind: Lore or loot?

Which is more important to you when you're in your favorite MMOG? Is it the lore, story, world-events and flourishes of background detail that flesh out the world, and make it more solid, earnest and compelling?

Maybe the loot is your thing. Mounts, gear, weapons, armor, badges, titles, and all the trappings of bad-ass-kickery that dish out the DPS, mangle the mobs, and tell the rest of the world that you've 'made it' as a first class raider, troll-slayer or whatever.

Which one most leads you on, lures you in, and feeds your daily grind? Lore or loot?