My thing in WoW has always been the guild. For years the guild was just me, my wife, and close friends. We "opened our doors" in 2012 and have met some great people, and have been able to do some cool things. My drive to play and to lead this guild is based in a desire to help good friends see more of the game together. If the guild were to lose the family feeling, I'd quit playing altogether. My favorite thing in-game is to see the achievement toasts... but not just mine. I love seeing a whole bunch of guildies get an achiev for the first time while raiding/dungeoning together. For me... there is nothing more satisfying in WoW.
Intelligence is no substitute for Character.