MMOS survive due to the grind...it was allways like this it will allways be like this..designers try to find way s to hook people and make them have objectives to keep playing...hooked...often.
Grind never motivated me. There are other motivations. Like being at the top of the bounty board, ranks/titles, player recognition, content, events world pvp et cetera.
Your perception = diablo/wow-generation.
"There are more things in heaven and earth, Horatio,
Than are dreamt of in your philosophy." ^^