What now?
Seriously, though, I think the divide can be looked at from several different angles. For instance, those that want to lead a team and dictate what missions are done and where, vs those that simply want to play the content and are happy to join a team, (but won't or don't want to start them). Similarly, there are those that play for the freedom the game gives to create and realize their concepts - but that needn't actually involve in-game immersion in the same sense you described, vs those that simply want to enact a power fantasy, and care little for the character's look or creating any backstory or connection to the lore.