I have to disagree. Blizzard is simply not catering the same crowd, they're targetting more casual gamers, people who don't necessarely have 3 hours in a row without interrumptions to dedicate to a game. I've played a bit so far, and I do like how the game is oriented towards completing quests.
I do see however that if I was to totally invest myself in that game, I'd quickly have that "been there, done that" feeling. I got my skinning and leathercrafting skills right through the beginner level in under 4 hours, just by killing boars, skinning them and turning their hides into leather patches. I got up to L14 in well under 2 days too, and I was just starting.
I'm playing it as a stress killer, giving me an occasional break from FFXI. Besides, I've got a few friends who decided to move from their MMORPG, whether it's FFXI or SWG, or even free MMORPG betas, to that one because it has mass appeal. I'm still playing FFXI though because it gives me a deep feeling of accomplishment whenever I gain a level or purchase an expensive item.