Stewart, over at Sylloge has some links about MMOGs for your perusal, but even better is a quote from Raph Koster, creator of Ultima online. A piece:
The consumers that are the future of [gaming] are everyday, ordinary people. Most of us in this technology-mad industry frankly have no contact with them. The technology we need to develop isn't the technology of more polygons or better 3d sound or more accurate simulations. It's the technology of people. Of giving them what they don't know they need.
As an aside, Stewart is an employee of Ludicorp, the company currently working on Game Neverending. His is full of insight not only into specific games, but the concept of gaming. Another blog worth checking out.