In almost all MMOGs, advancement of levels is what drives a player to play. In the gaming circle, we call this the level treadmill, because the player gets on, and doesn't get off until he reaches the end. But what happens when the player reaches the maximum level attainable? This is when in most MMOGs the end-game content opens up. In WoW, it is no different -- and quite varied in the amount of content that becomes playable at 70.
New dungeons and new items become available to better your character, and ultimately that is what drives players to play and continue playing. With my characters at 70, there's no longer the drive to level (which consumes massive time) , but to just play and enjoy the game on a less hardcore and more casual basis.
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