Like it or not, most MMO players take the events that transpire in the games they play very seriously. "It's just a game" is an adage that casual, uninvolved onlookers will cite when someone they're close to gets worked up about something that happens in their virtual world of choice, but they usually fail to take into account one key fact: quite often, these games are work. Sure, you might somewhat enjoy certain aspects of a game's less-than-glamorous elements, but given the choice, you'd be doing something more fun in the world. And just like when you're working in real-life, there's usually some kind of carrot on a string that's motivating you to keep on keepin' on.