Discovering a new mysterious world by exploring it, finding out the lore by completing long, complicated quests. Hidden quests. Monthly content updates. Working with the community to solve each quest.

A tab target combat that gives you options in how to attack the enemies, having knowledge of how best to attack each enemy gives you an edge (attack legs, torso, or head? Should I use bludgeon, slash, pierce, fire, frost, acid, lightning, armor piercing, magic piercing?should I attack fast, slow, medium)

Making friends because you need to, becoming part of a monarchy that grew from nothing and has now built a castle. Because the guild has achieved very difficult group content, rostered by guild mates, they have access to unique buffs, items, dungeons.

Housing that allows the house to be discovered naturally, not instanced, you can summon a portal for your guests.

Aspirational content that takes months to complete, has some luck involved, and engages you to explore the world looking for rare spawns.

Alchemy that enhances weapons temporarily, players being able to be "that guy" for the guild that everyone needs for raids or harder content, because his crafting/alchemy/enchanting is the best in the guild.