I'm sure this has been brought up before, but...

Add to the game 'story' missions, these would be randomly generated but 'static' missions which are available for a fixed length of time (1-2 days say), any one who consults a mission terminal would have a chance to be offered one of these if their mission profile, level and side fit (within a narrow criteria band).

Funcom would then track two things, how many people 'accept' such a mission, and how many people actually get the mission reward. The actual mission should be of fixed layout and MOBs but otherwise just like a normal mission with a key and all.

These mission would be created to forward the goals of a story line NPC in a non-critical way, so that whilst the measured level of success (accepted missions versus completed missions) would determine the outcome of that element of the story, no major part of the story arc would be affected (though a particular NPC having a lot of their story mission fulfilled would accelerate their element of the story).

This would give players more involvement in the story driving it in certain (perhaps unexpected) directions without de-railing it completely.

The mission reward should be more class specific and often special and/or unique and tokens always awarded.

Many of these story misions could be for high level PCs, giving them more influence and a feeling of actually achieving something.

You could actually use the random mission generator to construct each mission layout and MOBs, just store the results so everyone gets the same actual mission, just a different instance. This would make it much easier to create these (only needing the 'mission overview' to be written by hand).

I think this would add a lot to the game and probably not require much effort on Funcom's part, and once team missions are active, things get even more interesting.

Hope that all made some sense :-)