What a load of old rubbish: MMOs. They're doing it wrong.
blog.parallax-rising.net
blog.parallax-rising.net
I'm not so certain that procedurally generated content would be more entertaining than custom content in an MMO. Procedural games like Angband (and descendants like Oblivion) are entertaining, but they do not command the audience that WoW does. Most MMO players are not troubled by their repetitive experiences, so I wouldn't say the MMO's are "doing it wrong".
Passive interactivity (it's an oxymoron but I think you get my meaning) can be fun, of course. The problem is one of expectations; if you come into a static game expecting a virtual world, you'll be disappointed. It doesn't help that MMORPGs "look" like worlds, or that (to some extent) they're marketed as them.
I'd be happy to find a game that proves me wrong (not that I can afford the time to let myself get sucked into an MMORPG anymore...)
For example the 97,280 byte FPS: http://en.wikipedia.org/wiki/.kkrieger
Everquest set MMO's back 10 years in my opinion. :(