1) Content across the board all the levels not just lvl 50.
2) decent subscription price .
3)loyalty/veteran vewards. Every year you play (and pay if thats whats happening) there is a special something you get only for vets(i.e. Everquest).
4) server wide events.
I dont mind microtransactions, like NCsoft had, but nothing game breaking. No pay to win! I hate wallet warriors.