Lore is a major thing for me in any game. The only thing I dislike about most MMORPG's is the 2 pages of quest text and what not. I would read it, but a few minutes after I would also just forget about it. Depending on games that is based on a story, it even makes a bigger difference, like Lord Of The Rings Online. If the game has this feeling like everything matches, then I would read every quest text line by line or maybe even twice. The latest game, Rift, has a pretty epic lore too, Guild Wars seems to have it as well. I would love to read what is and how it became.
Most games don't do this, which is a bit unfortunate if you are a role-player / lore-watcher like me. In some games it's just, go hunt that beast, I need it in stead of, go hunt that beast, I need to cook some stuff for a party, which would be much more interresting. Also when you walk in an area where there is a lot of chaos or where it's very happy-like, you do want to know what happened there.
