Sorry, if this problem had been discussed already. I agree if this topic will be merged.
First of all I'd like to say, that I work in game designing... So analyzing game projects is my money

Well, enough for introduction. What I want to speak of - is the game goal. What is the main goal, course for players in MMOG?
I guess I won't be mistaken if I say that there are two main motivations.
The first and the second:)
Exploring game content and competing with other players.
Different games have different proportions of these parts (When I say it, I mean that the good game designing work - is to lead players through whole course of the game, showing everything the game has, making players to make predestined decisions. So even if a player thinks, he has free will, in fact all his actions were calculated by game developers. Sorry, if is sounds cynical. But otherwise part of art and program job will be lost... Especially this is typical for Free to Play projects.). So on the stage of making game concepts game developers usually decide what audience their game will be focused on. And then... They make features for that audience.
If they want hardcore audience they make massive and balanced PvP system, rewards and achievements, titles and tournaments.
For casual people usually suits easy gameplay, colorful interfaces, possibility to compete with friends and to become the best in their own society.
Etc.
So... That was something like lyrics.
And now to the main idea...
What is the goal of the Haven and Hearth? Does it exist here?
You know, I spoke with players, friends... All games of this type have one great problem. At some moment they become BOOORING.
This happens when you make everything you want or when you know, that the end is near. You've opened all content ("opened" - i mean, you can do it. What is a purpose to spend a week killing the last dragon if you know, that this dragon is the LAST ONE?), achieved everything you've wished...
So... Player becomes bored... And bored player...
"A bored player is a potential and willing subversive."(c)
Then player leaves the game or starts meaningless massacre (yes, it entertains other bored players, but also creates great difficulties and negative emotions for newbies. And the newbies are the most thankful and payful audience)...
There are two main decisions, i saw in games, to prevent player boredom.
1. Content race. When certain percent of players achieves the top, game developers create new top - high level instances, battlegrounds, epic weapons and so on. Say "Hello" to WoW and Eve Online.
2. Replayable content. Most of players just can't achieve the top. They have some grades and degrees of honor, popularity or other rates. They have to do again and again same actions with slightly changing apperance (planting vegetables, killing zombies etc.). They get rewards for the amount of repeating this action, and the amount of repeating required to the next reward becomes more and more and more... Till the last reward becomes nearly impossible. This decision is usually used in facebook "social games".
You know... Of course first decision is much more fair for players... But... Game developers can never win this race. Speaking on my own experience. Making a quest takes an hour, or two of work time... And players will finish it in several minutes (half an hour for difficult ones).
So this decision is too expensive...
Speaking of Haven and Hearth. What is the most interesting part of the game? What stage?
I will take the right to answer myself.
I think, the most interesting stage - is a stage of formation. When you are still forming your village, aliances, making trade contracts...
Later, when all spheres of influence are divided, when all strong aliances have all resources they need, the game loses great part of it's charm...
So... What offers do I have?
1. Not so radical decision... What about making random events? I mean this topic.
If you have rats invasion and hailstones, that will destroy part of your harvest, tornado to destroy(or heavy damage) constructions, rain to slow movement, fires and thunder storm to destroy forrests... That will slows players development and make gameplay more diverse.
2. Making climate zones should also help. For example, everyone starts in the middle part of the world, that has a great lack of resources, though pretty comfortable for getting acqainted with the game and making start luggage of usefull items for exploring wilderness.
Then... Players will conquer deserts with sand storms, wastes with tornados and snowy mountains with deadly cold. Of course, some resources of exceptional rarity in such dangerous terrains will gives more advantages to their owners.
Anyway distributing precios resources for terrain zones (for example, gold weins located only in norh supergrids, and silver is to the east) would be interesting decision, forcing large aliances to trade and making self-sufficient villages more impossible.
That's where begin wars for resources (not thief raids like now, when people just want to get resources with less effort, though they still can get them themselves with hard work), trade relationships etc.
3. Well... Not sure if it can be made... But i guess it is interesting... What if... there will be some force, that will punish people for development?
I mean the more villages grow, the more effort it takes. Like spawning extra strong monsters, extra powerfull decay strikes (that's just to explain) and others unpleasant random events (yes, i think, random events "are needed").
4. And the most radical idea... What about periodical wiping?
I know, now wiping is a part of technological process...
But what about wiping as a part of gameplay?
As I said, the main interesting part - is a part of growing. If you add some great Event, when the main goal of game - is to gain it, that would make game more meaningfull. And wiping after the end of the Event will make game something like Sport.
You know, there is browser game Travian. The main goal there - is to build World Wonder. Wiping the server is a part of game there... It happens each half a year, after one Alliance build the World Wonder. And I know many people that are waiting for wipe to begin the game again, to get more advantages, make stronger alliances and win the game.
Also... Wining the stage could make some benefits (like unical look) to the winners at the next stage.
5. Well, I guess, there is a lot other ways to make game at the high level content interesting ... But I guess, I've already written a lot.
P.S.
Sorry for my poor English
