I think the article's author starts off with some false premises. The Endgame has always been with us, and is one of the common points to try and apply balancing efforts.
That patch change in UO where it maxed out the skills and stats one character could have, enforced an Endgame, and made it not only easier to get to, but possible for many.
Everquest has raids since early on, and introduced the first raid party UI elements that I am aware of back in Planes of Power days, linking up to 72 players across groups, in 2002. At that time there was a strong element across many guilds, on my server anyway, that raiding and grinding AA's when not raiding, was where it was at.
Dark Age of Camelot always had an Endgame, and it was RvR.
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The banding together with near-strangers part...that they get wrong. There are only so many players your game will have that other players will stick to socially like glue. It is in the games best interest to get those sticky players to where the other players are, interacting in large groups, to a common purpose. That is generally Raiding. That is what makes the epic corpse recovery in Fear fun. Those few sticky people, interacting with others, large amounts of others, is what makes Guilds live, and die.
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I'm sure that other Endgames can be made, or created, but they must at a minimum, give good reasons for those socially sticky people to interact regularly with others, and preferably large numbers of them at the same time. You only need a few funny or fun people per gathering for it to stay a good time, and it is much easier to get them when you have 60, as opposed to 6.
Gearscore and Exclusion was part of a mistake. Making the large group activities, also the difficult activities, that you can't just add more people to until you lag out or beat the mob.