The next step in the refinement of the classic MMO formula.
Lets get this out of the way first: If you are looking for something different than the classic MMO, if you don't like fantasy, if you loved EVE and hated WoW... This game won't do anything to change your mind. If however you are willing to put in 20-40 hours before you write the game off as WoW with updated graphics, you will find that it is no more a ripoff of WoW than WoW is a ripoff of EQ. Its the next step in refinement of the formula.
The questing is fairly standard, and yes its mostly kill quests. Nothing about the questing will excite you, but the ability to group and share quest drops makes things smoother than usual. There is also so much to break up the questing, such as PVP experience and the best part of the game: Rifts and Invasions.
Rifts are holes in the sky that open up randomly around the map. As you approach them, you will be prompted to join the public group of other players who are also fighting the monsters pouring out of the Rift. Rift's can be closed alone, but if they are closed quickly enough (which takes a group) you can access bonus stages that lead to improved loot drops. As the Rift stays open, Invasion forces also appear, which are enemies headed directly to cities and quest hubs with one sole objective: Kill your friendly NPCs. Its things like this that help to set Rift apart, and help to foster a sense of community in a genre that is in many ways losing touch with its Massively Multi-player roots.
Also unique to the game are World Events, which are essentially rotating daily quests with unique rewards that exist for a limited time period in game. The first World Event is going on right now, and so far its been a blast. Its very hard to review an MMO without going on for page after page, so I'm going to wrap this up. Its a good game, its not revolutionary but its refined to a point that is simply amazing for a game at launch. Little things like a robust customizable UI, aoe looting (looting everything in range with a single click) and a functioning public group system, go a long way towards solidifying Rifts niche in the market. Trion has crafted a good game, seems to be listening to its player base, and has fixed most bugs that take a year or so to get fixed by other developers.
If you're looking for a new world with gorgeous graphics, an incredibly robust class system and a good community, come join us and see what all the fuss is about. Just don't be expecting something that isn't a fantasy MMO, because if thats what you want, don't waste your time or money.