I have to agree that the rifts are good for first few times someone see them and interacts with them. After awhile it gets old fast. I do believe other companies can learn from rifts, but rifts alone will not be enough to keep this game up. The animation and graphics are sub par. Wow had cartoony graphics, but what most people over look is that the animation is top notch.
The game plays a lot more like Warhammer:Online than Wow to me. Rift will be free to play within in year.
P.S. To mention Azeroth in an ad is just laughable. This is not even a Warhammer killer:/