**In Real LIfe**
Question: When folks are uninvolved (or unable to be involved/uninterrested in being involved) in their environment, what do they do?
Answer: They focus on their own needs (making more money, acquiring more toys/things.)
**In AO**
Question: Since players are unable to affect the story, make changes in their environment, change the course of Rubi Ka, what do they do?
Answer: They lvl, hunt for better items, amass money to buy more things. In essence...they ignore the story and Role Playing.
See the comparison? If you want people to be involved, you need to enable them to be involved...beyond just PvP killing in 25% areas or discussing events in public areas.