WoW captured people with advertising and simple gameplay. It does NOT have any original features at all.
Talking of advertising, its good to see that they are getting some advertising out about Rift, its sponsoring some programs on the Sci-fi channel at the moment for instance.
Too many MMOs just dont advertise themselves, much to their detriment, Blizzard did wonders with the way they advertised WoW, it meant that everyone, even non-gamers knew what it was.
Daoc on the other hand is a prime example of what a lack of advertising can do, Daoc is the 2nd best MMO I ever played (UO is 1st), but they could have been huuuuuuge if only they had bother advertising properly.