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I don't know how Blizzard does it (or even if they're the ones primarily responsible), but in my opinion the reason Blizz games stick is because of the depth to the community. You guys were the reason I stuck with WoW for so long (even if a bunch of you were/are dicks!). There are so many different outlets that let you get plugged into a community that never really sleeps. I never found that with WS, Rift, Warhammer or any of the others that I tried. GW was the best of the rest in my experience, but it's a very distant second. Playing with other people is what keeps me going, other games seem to marginalize players so they're not much more than a more situationally aware (hopefully) NPC.
Try explaining that to somebody that doesn't game...bound to get a few crazy looks.
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