MMOG Creators On The Levelling Treadmill

Thanks to RPGVault for their article discussing the problems of repetitive gameplay in MMORPGs. The article defines the issue as "...the so-called "levelling treadmill" that involves repetitive play, often combat against NPCs that present little real challenge, in order to advance [the player's] characters" Representatives from NCSoft, Microsoft, and Auran offer their opinions, which range from "...levelling in and of itself is not evil" to "...levelling has to become dull or the level-up reward would lack value."