Where’s the RPG in MMORPG?

MMORPG.com has published a new editorial entitled "Where's the RPG in MMORPG?", in which they discuss the lack of a solid storyline and other RPG elements in today's massively multiplayer titles.
By focusing on creating an entertaining story with good character development, computer-based RPGs like Baldur's Gate, Wing Commander (.am I dating myself here?), Ultima, and Morrowind managed to keep me out of the sun for weeks at a time. It's like a choose-your-own-adventure book, where you are the hero. or perhaps the villain, but in either case, the story is told, and in the end, it is about you. You grow, gain experience and power, and maybe even find a love interest along the way. Finally, you confront your greatest challenge and emerge victorious! .And they lived happily ever after.

This, of course, is ideal. The reality is that most MMORPGs have little to no story, and are really just glorified chat rooms. There's entirely too much grinding. Most MMORPGs are just Progress Quest. Kill blue-con mobs until you level. Then go find another group of blue-con mobs and kill those. Rinse. Repeat until you hit max level. That's a game?