For me the simplest measure of how much you liked a game is how long you played it. I think there is certainly value in a great 10 hour experience, but IMO no matter how great that 10 hours was, a game you spend 100+ hours with is the better game. Even if you disagree on that, I think we can all agree that if you’re a dev for an MMO, you certainly want your players playing for 100+ hours instead of 10.
Right now in the group I’m playing ARK with, there are people who have 2000+ hours spent with the game, which besides being INSANE on a personal playtime level, is an amazing compliment to the longevity of the game and its ability to entertain someone long-term. ARK isn’t an MMO, but if it was, I think it would be a fairly successful one just based on how well it retains people and the amount of time you can spend with its content.
And ARK, besides being RUST+Dinos, is basically a crafting/gathering simulator. Sure, there are other things you do like PvE (kill dinos), PvP (kill players), and PvB (bashing bases), but those activities occupy a minority of your time compared to hitting rocks/trees/bushes, and making stuff from the gains of said rocks/trees/bushes. You build a base to protect your stuff and craft more stuff, and dinos enhance your gathering or ability to protect your stuff from others. In short, given the popularity of not just ARK but games like it, a TON of people love gathering/crafting, and love it enough to do it for a LONG time.
Now the critical part is the motivation behind those basic activities. Much like few if any find mining in EVE thrilling, so many do it because the ‘why’ is worthwhile, not the ‘how’. The same is true for ARK; hitting a rock isn’t thrilling, but what you can eventually make from hitting that rock is very worthwhile, so you hit that rock, and the rock next to it, and the next thousand rocks after that. It also helps that gathering in ARK can both be relaxing in its simplicity (running a low risk, familiar gathering cycle), and occasionally more of an adventure if you go far out into hostile territory with a valuable dino along with you.
What I find absolutely insane about the MMO genre is that, despite these obvious examples of player wants, few if any MMOs cater to this crowd well. Sure, EVE has its mining, and FFXIV might be the best example with its gathering/crafting roles and all of the additional gameplay options related to them, but what about everyone else? Why is gathering/crafting such a footnote and total mess in games like WoW? Why hasn’t someone made ARK, The MMO already? ARK itself is close, but clearly the design intent is to sell the product and allow players to play on various servers, which is a slight but very important difference from playing/paying for an MMO service.
The market is there, by the millions who are willing to play for a long time, and it’s crazy that not only do we not have a full-on crafting/gathering focused MMO (ATitD is the closest, but in all honesty is a pretty poor product overall when compared to the gameplay and features of RUST/ARK), but that so many current MMOs minimize this aspect of the game or outright neglect it. We keep talking about MMOs today lacking longevity, perhaps if we looked at what players DO spend a lot of time doing in other genres, we might be able to return to a time when MMOs lasted longer than a month or so of content consumption.