What about the monthly fee? Many people are discouraged by the fact they have to pay monthly. A new MMO is not necessary to beat out an addiction to a different MMO. All you need is a new, rich, interesting game that doesn't cost monthly, and players will look into it.
I do agree, WoW is uncomparable at this time. I'm not sure HALF will leave when Diablo III comes out, but there will definately be a noticable amount of players missing.
I'm actually considering buying WoW when I get into college. I figure it will keep me in my dorm and restrict me from spending money elsewhere. Soon as SC2 or D3 comes out though, WoW is getting uninstalled.
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I played the WoW trial this past week and found it to be quite entertaining - but I would never pay for it.
That's kinda why I want it... I want something to hold me off for a while so I'm not sitting in school/work/dorm pulling my hair out over it.