You speak too soon. IMO, Secret World's greatest strength is going to be the ongoing story. i.e. Story with a lot of depth and cliff hanger endings that make people want to play more of the story indefinitely.
They did pretty well with the Longest Journey and Dreamfall. If they do that in secret world, then they will truly be able to hook players with the "4th pillar," a theory boasted by bioware but utterly failed in execution in the end game. I just hope Secret World doesn't also revert back to generic end-game raid+pvp mode and really introduce story experience as the core of end-game.
Dungeon Keeper. "Peter Molyneux' greatest dark fantasy/humor."
Vampire the Masquerade: Bloodlines. "This 2004 FPS-RPG has voice-acting, world, and replayability that stands up to or outright beats modern AAA classics like Bioshock, Mass Effect, and New Vegas."