Hmm... Tough, but good question.;)
For me its a lot of things. The storylines tend to be better and more involving than other game genres. So is the interaction with npcs. Being able to create or customize a character and turn him/her from a wuss into a badass is fun. There's more variety in what enemies you fight. You feel that your actions have an effect on what happens in the story, the world revolves around you. And you don't always have to be the good guy.
That's all I could think of right now.8)
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