Upcoming sci-fi MMO WildStar isn't just about carving out a corner of some twisted alien planet. It's about making that corner your own, decorating it to your tastes, and putting a bowl of ramen atop your giant hamster ball.
Present me with a weapon, a purpose and an experience meter to fill, and I might play your MMO until that meter will fill no more -- maybe. Give me the ability to change the way I look, the mount I ride, the house I live in or the degree of power I possess, and I'll play your MMO obsessively on a separate screen while dabbling in other, less accommodating games. I'm just saying.