What do you think should be added to the current MMORPGs to improve them?

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I mean, there are thousands of MMORPGs, with all its faults and its qualities (currently more faults than qualities), what do you think the current MMORPGs need to attract more people? I think that all MMORPGs should have more character customization, I really dislike to see another char as ugly as mine :P. I also think that all the MMOs should have more and more quests, preferably with a good history and not that "kill 40 small", then "40 medium", then "40 big" then the boss. Another important thing that I would like to see is MMOs less focused on high-end, I really love to leveling and I hate to play a game where the fun part only comes at the high-end.