IMO the problem isn't really that there's no endgame, or that people rushed to endgame, or they rushed through the content... It's that finishing content and getting the next big shiny thing is the reason for playing, rather than having fun just playing the game with your friends, or PVPing, etc. This isn't even limited to MMORPGs either, it's a pretty common thing in a lot of genres. Get all the progression (unlocks in FPS games, for a non-RPG example) and then quit. What happened to games being played because they were fun, rather than as an achievement treadmill? /getoffmylawn