What this tells me is that you are trying to be like WoW. Thats probably the worst decision an MMO developer can make. The only way to thrive in the Market is to set yourself apart, You can survive by copying what has been proven to work, but you can not thrive unless you have an identity.
RuneScape HAS an Identity but over the past several years that identity has been constantly chewed away at. Ask yourself as a team, "What made RuneScape... well, RuneScape?"
If you can be honest with yourselves when answering that question you'll find out what you should be doing.
I don't know how that's your takeaway.