Too much time at the office? Yessir, that's right sir!
While I was sitting here pondering the way things have gone I got to thinking that MMO's in general have very little that is... unpredictable or exciting. I think Tabula Rasa tried to dice things up with drop ships and such and Aion with its portals for pvp. But that's not what I was thinking about. I'm talking about unpredictable and exciting events the likes of which are so varied and exciting that your event that happens to you may not ever happen to any of your friends. It'd be ok if say, it happened to one in a hundred people on the server, it'd still be rare enough that it'd be really exciting. Some of these could have special loot drops and some could be just for the excitement or terror of something fresh, new and (Gasp) unique. There is precious little in MMO's I would call "story-worthy". They should make more of it.
Maybe at some random time at night, a thief sneaks into a certain inn in some city and can be caught or might kill you while shopping or sleeping at an inn. Maybe there's a dog you can follow who digs up a rabbit hole if you give him a bone and the hole opens to a wonderland 'pocket' dungeon that few have ever seen? This kind of thing has sort of been done before, but I'd be more interested in an MMO if almost ALL the "agents" who give quests and interract with players moved around and had a daily routine, majora's mask style where not only the time of day dictated their life, but the day of the week too. Maybe so and so's only out shopping on Tuesday, and such and such is only patrolling the west bank Mon-Fri. Maybe the gatekeeper is only gone to get the new one for a half hour late at night and that gives you time to sneak in somewhere? Lots of potential things start to happen as soon as you make this simple design choice to make the world full of "pseudo living" npc's instead of "psuedo statue" ones like we have now.