This came about because he wasn't enjoying the anymore but still playing it all the time despite this.
Ah, my apologies, I hadn't noticed the earlier posts

Well, its not the game itself, its the fact he doesn't want to let his friends or his guild down.
That said, if they were a great guild with great friends and so on he wouldn't get bored quite so easily, the content in WoW does get repetitive very fast and its only the people you play with who can keep it interesting.