My number one reason is ease of entry. I can learn to play the game while playing it. I don't have to concern myself with telnet and clients etc. I can just jump right in and start playing. This allows me to see if I like a game before commiting time to researching it's world.
There is lots of documentation available both from management and from other players. As an example, other players have completely mapped the realms. There are sites focused on every aspect you could think of.
I don't care if the website is ugly as long as the information I need is easy to find. I would be interested to hear why other players choose to pay rather than play a free game.
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