This could have been the rival of WoW. NCSoft has noone to blame but themselves. Bots and no balancing since years.
Unfortunately, the game has been very unfriendly to new users (it began to change recently, but nothing can save NCSoft). The grind from level 1 was terrible. New players see no other players except mechanically controlled 'bots' who farm money for their masters. Quests offer ridiculously low rewards and are very uncreative.
Trade is difficult because you have to be in game to sell you items (no auction). The classes are very unbalanced and no effort is made to make it even. Every update NCSoft favours certain class of character to make players switch to them and spend much time leveling it.
NCSoft doesn't listen to its customers in Europe/North America. It goes extensive way of adding higher level items and hunting grounds without balancing what already exists.
If everything remains the same, this game will soon become part of gaming history.