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Consider the possibility that the main problem is not the games themselves but the playerbase. Players consume content at a frightening quick pace and what is easy, casual and "carebear" to some is not the case for others.
The average MMO'er is looking for more and I'm not sure that enough developers have the manpower or funds to keep up.
Look at Shadowbane - phenomenal FFA game and they had FANTASTIC lore, fairly decent game mechanics...but there wasn't enough money in the dev company to keep up with the challenges of perpetuating that game.
For me, the generic aspect of recent MMOs is the elf (dark/light)/orc/Tolkien-esque races combined with redundant and pointless quests (my eyes bleed everytime i see a game with yet more kill 20 wolves and bring 30 pelts back quests)..
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