Gameplay is important.. but its pretty much the same wherever you go. Community is the biggest seller in my opinion. You have to crave to the game not just because of your own character, but the others you play with and who enjoy your company.

This is why LOTRO isnt worth $10 a month to me, but FFXI has been worth $18+ (depending on the exchange rate at the time). But I wouldnt say either one of them is a better game than the other, FFXI draws you back much better than LOTRO.

And the saying "You get what you pay for" simply doesnt hold true, as Turbine provide better service at a lower price than Square Enix. I know this contradicts my opinion above, but this is an objective paragraph.