What is it about WoW... or rather, what ISN'T it?

I am not socially contributing a la Schwartz et al.
Usefulness? nil.
Extrinsic reward? None... save my grade, but I am not being graded on enjoying WoW, just to play my obligatory hour per week.
Punishments? none. whether I spend my hour getting killed by forest spiders or killing wolves... it matters not.
Challenges-I just feel like they are kinda lame.
I am definitely both learning and performance oriented (re:Dweck), but playing WoW doesn't satisfy either motivation.
If I could detect some underlying content worth learning, I could be much more interested.

Maybe I should have chosen Civ or Age of Mythology or something... Too late now.