A group of 5, 10 people isn't Massively Multiplayer by any stretch of the imagination. If you think group content must be compelleed, then all group content should be designed for huge squads of 50, 100, 1000 people. I (and probably many other players) do enjoy group content in the open world, but not instanced tiny group content. Many reasons these instanced unmassive group content in MMO are avoided. Repetitive, claustrophobic, linear, instanced, and (perhaps most importantly) not massive. In fact quite opposite of what MMOs should strive for; arguably holding back the genre.