I think quality story is important for the RPG aspect of MMORPG's. Therefore, I say yes. I have found myself more immersed in this games environment then any other MMO's that I've played, and I'm not even on an RPG server. If I wanted no story, no substance, simply grinding lvls in hours so I could stand around the main social hub waiting to que for the next round of purple pixels I'd play that other MMO.