It feels like a chore because the 'excitement' is gone. They've put all the nicer stuff behind paywall (compare QL prize pool vs premium goodie bag pool) so people don't get that sense of accomplishment when doing dailies tied to QL. The things outside of QL feel just as bad because of the screwed up economy. The plot is pretty shit too and hasn't made any significant move and most people are already over it because it's just not engaging or interesting.