Carbine executive producer Jeremy Gaffney is interviewed over at Gamasutra, and he has plenty of interesting things to say regarding the MMO industry and WildStar's place in it. Particularly illuminating is Gaffney's philosophy regarding progression and the journey versus the destination.
If there is a fun thing to do that is inefficient and a horribly boring thing like smacking yourself in the face with a shovel next to it that gives more XP, players will do more XP. They'll try the fun thing once or twice but then go, 'No, I can't help it. I need to hit level 50. I want my end goal more than I want my journey.' So it's very easy to have the journey trivialized.
Achievement is the love of watching bars grow -- that's our industry. I don't think there's a more fundamental human need that gets tapped into by these games than watching your bars advance, and that feeling of progression -- of being able to say, 'I am tougher than I was before.'