WoW is a lot of fun to play for casual players. It also has some pretty intense PVP, and had some pretty fun raids. The fun, cartoony look and the ability to customize the way your character looks appeals to both casual and hardcore. Finally, faction vs faction is a lot of fun and people love to be a part of a gang, and WoW allowed that sense of pvp-gang without actually feeling threatened at all times.
Everquest didn't have the intense pvp, but it's raids were epic and the risk/reward was great. A raid on the plane of fear induced fear - the game felt like you were a survivalist in a real fantasy world. It was awesome - but a game that was made for the previous generation, it seems.
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