Friends are a big reason for hanging around or looking at other games, but I really care a great deal about having a variety of places to go and do stuff. It doesn't matter how entertaining my friends can be, I can only take so much of going to the same place for so often before I decide it's time to quit.

Friends are a big factor for me as well. Friends can make gaming all the more fun. Especially if you're a lonely gamer. I'm not, I swear!

F is for friends who do stuf togheter
U is for you and me

i guess what im trying to say here, MMOs are only fun with friends, or its just depressing, i mean playing an MMO alone seems pretty ironic doesnt it?

I agree. Companionship is the main reason. Joining a group of friends for missions and quests is much more fun than questing alone, especially if you utilize team speak.
When you are actually talking to people it is great. Even if someone stuffs up and the mission fails, it just becomes a big laugh.
I've always loved immersing myself in books, and fantasy computer games are just an extention of that. In a book someone else is the hero, but in a game, the hero is me.
Who couldn't get a kick out of that :)

the social aspect is about the only thing that keeps me coming back

certainly not the overused content (or lack of content) or the lack of decent background/lore that these so called "next gen" MMO's have

If it is a multiplayer then definitely the whole social aspect keeps me going. Working as a team you sort of push each other along. If it is just a single player I will try and finish it because I am an achievement hunter but the game has to draw me in. Primarily through the game play and the story.