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For me, what made me keep coming back was the excitement of trying something new and learning a new feature, exploring a new area, or trying to compete and become better every day for 4 years.
However, there is a point where it's no longer as fun to play every day. When the mud starts to go months at a time without any refreshing updates and any updates that do occur are usually for the "now" and not for the "later" and when the focus on new areas shifts from the quality of a room to the quantity of rooms, it's not nearly as fun to log in because there are no changes and no areas that are fun to explore.
The worst part is the lack of fair competition. At my current level, there are probably less than 10 people (on a mud with over 300 people online at all times...which is shrinking by the way) with whom I could have a fair fight with-- that is, without it being a complete slaughter one way or the other.
I would change the same thing as Spoke mentioned about the mud: a smaller power difference between long time players and newer players. Ironically we both play the same mud.
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