When a MMO offers you a game without a grind, many people take a second look. Grinding is a part of everyday life for most of us; its something we have grown up with and in a way it makes us feel secure. When I imagine a game without a grind I imagine a game with a massive variety of ways to reach the level cap, and plenty of things to keep me occupied when I do so. In a situation like this I can see myself getting scared that I am not getting everything I want to do done. That is a feeling that I rarely have experienced, generally it occurs when a completely pimped out toon walks past me and after a moment I follow, dragging my jaw along.
A MMO requires a lot of time and effort (Debatable) and surely, something that is incredibly fun when you first start can get old by the time you have spent 100+ hours doing it. So then the challenge is to create lots and lots of incredibly fun things, and that is a challenge, and would take quite a while to perfect. And I mean, why bother putting all that time and effort into creating a large variety of content that supports the anti-grind message when the developers could stick the old grind methodology into any old game, add a few sparkles, add a bit of epic loot, polish it up a little bit and the money pours in. (*cough* WoW *cough*)
PS. It feels like I have written this before? Have I said all this in a previous post?