One advantage to World of Warcraft's utter and total annihilation of all other MMOs is the length that the smaller MMOs will go to to get people to sign up.
How about this one:
According to its official website, Codemaster's MMO Archlord is going free. As in free download. No monthly fee. Free expansion pack. Just free, free, free.
We haven't played the game yet, but, if it features an armored unicorn as the above picture seems to suggest, we're going to.