Part of the reason we don''t have an "experience" in many online games is that they''re designed such that the entire idea is to attain the goal - to make money, reach a higher level, beat the other team/players etc..
If you look to MU* games, which are the easiest way to implement new multiplayer ideas today, many continue to work on the "combat and killing" aspect. Others refuse to have any gameplay except the satisfaction of building new areas/objects, using those of other people, and chatting with others. A number of them serve as a backdrop to role-play in, but these often end up using a host of helpers to serve the same need as GMs in a pen-and-paper game. Some of them attempt to mesh these things together, with varying results.
Fighting and killing, as always, is easiest to implement and easiest for a player to understand. It also easily allows all players, bad and good, to follow the same path. I can''t think of a way to solve the problem of bad players, except to hope that the world gets smarter or something(fat chance of that happening.)
Massively multiplayer games, I think, will always remain a competitive affair in the end(well, you could have one that''s a 24 hour invasion of AI monsters or somesuch and force cooperation, but you can only force them to cooperate so much.)
There is hope for multiplayer in general to overcome this, though. If small groups of people who are already friends play a game that is "minimally multiplayer" - one that follows the same sorts of paths as a single player game, but allows you to work with your friends, then we''ll end up with the desired effect - the experience, shared and improved by the inclusion of multiple players. Early arcade games often allowed a second, third or fourth player in this fashion - though they were always effectively cooperative killing games like Contra or Final Fight or Gauntlet.
I''m not sure I can find the right words to describe it, but basically what I''m thinking is that if you shrink the scale of players, you end up with more control over how the game works. With zero players, you have a movie, while with a million, you have utter chaos(and probably lag too.)
Oh well. This post feels like a mess to me.
Making the world furry one post at a time