My responce to a post at Tobolds blog, which pretty much qualifies as a post itself:
Well, exactly, why play for gear and all that when the servers will shut down one day? I'm always scratching my head over that one.
See, with a game that ends, it makes sense. It's like climbing a mountain. Once you've done it, you can say you've done it. It's a life accomplishment.
But you guys who want a game that never ends - your mountain never ends!!! You never accomplish anything except progress up a mounain that doesn't stop. It's like that guy in hell who pushes a boulder up a hill and always just before he gets to the top, it rolls down again.
I don't know why your into the whole 'endless' thing? And why your into end game, instead of the game ending?