Not only is this disappointing to hear, I can't help but that it is inherently wrong. Part of the reason so many MMO's fail is *because* they try to be more commercial and 'familiar' (which lats face it, is slang for "Being more like WoW"). The problem with that is that no one can out-WoW WoW. It's been the king of the hill for years, it has a stupidly large fan-base, and more importantly, its devs have had years to perfect and dictate the formula most other MMO's are still doing their best to simply mimic.
I mean... really. Look at Star Trek Online and The Old Republic. Both of them tried to be fairly traditional, familiar MMO's and neither of them came close to even touching WoW's market. If STAR TREK and STAR WARS can't out-WoW WoW, then no IP can.
The only way for an MMO to survive these days is to not be WoW. You have to do something different, do something unique, bring a new experience to the table. There's a reason a game like EVE Online is still going strong years and years down the line while TOR and Star Trek Online are already in decline so soon after coming out. Whether you enjoy EVE or not, they did try to do their own thing and they stuck with it.
There's PVE and "quests" in EVE, like more traditional MMO's, sure, but they are a very minor part of the game (the part most everyone hates, to be honest). The reason EVE Online has stayed around and stayed fairly strong is because the main game content, the the player interactions, the in-game drama created by real people, PVP, the politics, the scamming and the real-world levels of cruelty to your fellow man, creates an atmosphere and experience that other MMO's just don't have.
You can't really go straight at a giant like WoW, or COD, or Halo these days... you gotta come at them from the side. You gotta do something different, something that will grab people's attention and make them give another franchise a try. If you just come at them with more of the same, they are going to stick with the more well-known and more polished product.