If if you were uploaded onto a substrate, what would you do all day? The system of incremental rewards coupled to random high-end rewards, coupled to the necessity for teamwork, and the necessity for grinding/farming has been a success of the particular applied psychology that is game design, keeping thousands (millions?) of people glued to their screens for often literally the majority of their time. More addictive than more open virtual worlds *because* of the restrictions imposed by the rule set.
WoW as a model for post-human society