World of Warcraft and the MMO(RPG) Market

Killer Betties has published an article entitled "World of Warcraft and the MMO(RPG) Market", in which they offer their thoughts on why they feel Blizzard's massively multiplayer title is not role-playing friendly. An excerpt:
I suppose I had a point with all of this, and the point is namely that game designers design their games to be "games" first and a role-playing experience second. They center on the tenets of fun and achievement, and leave the role-playing "environment" as extra "fluff" they just threw into the game as an after-thought. Blizzard Entertainment didn't even announce they were going to create role-playing servers until the game was released not even in beta did it seem they were considering it. And if this is the trend of most game designers and companies, then role-players are always going to be left with no "greatest game" to call their own.