I agree with a lot of you, you need to push things, stop trying to be like WoW, or games that came before. There are great solo games like Skyrim and The Witcher 2, take aspects of these types of games, and make them MMO’s. You don’t need a main villain, although you could, you really just need a back story about the region, or world you are in, give each class or race an overall back story that ties into things. Allow the player to have a high degree of customization. Don’t force groups, allow the player to solo stuff, while keeping group play optional, make guilds actually useful, like in guild wars, where you can attack another’s guild (not sure if this was in a game before GW). There are lots that can be done to advance the MMO universe. Just if you dumb it down too much you lose players, see WoW and its “sparkly” quest items. Give people the ability to change the difficulty of an instance, not just when you reach a certain level or acquire a key or something else.
If you say you listen to the community then how about actually listening to community, ask their input for what they would like to see in a future MMO. How about actually letting those in the community help design your next great MMO. Have a contest, have people submit their ideas, and choose the top 5 or 10, then let people vote on those, the winner gets put in the game somewhere, and or other goodies. Market research is good, but just trying to compete with what’s come before, or relying on past glories doesn’t cut it. Face it people want something new that doesn’t just break the mold they want something that shatters it into millions of tiny little pieces!