Very insightful. I have tried WoW for a week and decided it was quite boring. However, I did not buy the game; I borrowed my friend's account. Since my investment was virtually non-existent, this complies well with your argument and the studies you referred to. I find it difficult to like a game in which you perform repetitive tasks that just get longer and longer with no real reward besides higher numbers. I believe the social aspect is quite entertaining, but another game-play mechanic would be needed to get me interested.