But then we heard about a European guild that seems to have a lock on this whole leveling guild thing. Tipster Ben jumped the English language barrier to clue us in: "This guild is different. People recently start to create leveling guild mostly for the perks, and this people are here way before the perks. I believe they are around for helping and not for making gold." We investigated and found a guild that's focused not on reaching the endgame but the journey there -- special events and grouping and friendships and contests and retro raids and teamwork ... And the officers seem to enjoy organizing it all as much as the players do participating in it.
Why would an experienced WoW player keep coming back to a level 54 character to spend a massive slice of her time and energy leading a guild full of players who are toddling through content most players are more than happy to speed-jump? It's all about The Leveling Agony.