Just read KVO's article about this game
I've been saying this for years. MMOs need to get away from the theme park idea and actually move towards actual campaigns with dynamic events and an ending. Instead of developers then having to worry about making more rides in the theme park, they could create a system where the players actually control the politics/economics/etc then have a main story that they can interact with and effect the outcome of but it eventually comes to an end with a winning and losing side.
With a system like this you could even make permadeath a thing since as a player you could actually have a family where you play other family members etc. if you character dies. Make the game have a set lifespan then either reset it for a new campaign or create a totally new one. Make it last say a season or two like a tv show then be able to be reset or make a new campaign all together.
Instead of just doing fetch quests etc, have the players build the towns, create their own nations. The powerful players then could even actually become the bosses in the game etc and taking down a city or killing a big monster would actually have meaning instead of just being a rinse and repeat thing with major world events that actually guide the actual story in the game. Dungeons in the game would actually be the dungeons of some high level player in the game, where they worked to stock npcs etc into their own dungeon/castle. Players shouldnt be grinding for purple gear, they should be working towards the acquisition of hidden powers/lore/tech or ways to win the game.
Instead of having say 20 servers that are duplicates of each other, make a huge world where each server is a different area of the world and the starting point for different factions/races. Make it so the players have to travel across the world to encounter other races and factions, which could take days or months in game. Use languages and alignments where players would actually have to learn the other factions languages to communicate.
You could even make it so each factions' players work towards accumulating resources like in an RTS and vote on which direction their factions goes as far as tech trees etc. They could even trade tech and goods in the game since you could make it so theres a set number of resources that are randomly divided between the different factions so they have to interact with each other to get these resources to 'tech up' their civilization. In a system like this you could actually have traders and crafters as classes. Instead of just killing mobs and getting random drops for a random npc, the crafter player actually sends you on the quest to find the components of the armor you want created. This could make magic items etc unique and even more valuable since they would all be unique items that pass from player to player.
If you laid a solid tech tree like foundation, you then could let the player base themselves actually create the politics and economics of the world which is what MMOs are actually missing-- the RPG element.