Personally I think mmorpg is a platform to make friends, spending time happily with your friends, new friends.
Quests/functions are all just tools to realize that. Because our ultimate fun is the interaction between people while the game is the bridge.
That is why we focus more on the community building as well as the adding interesting things to gameplay.
Killing mobs quests are really boring to me, so that is what we are going to avoid