There is only one company that has the potential to create a game that can dethrone WoW (in my opinion), and that company is the very same company that makes WoW. A "World of Starcraft" or a "World of Diablo" would have the potential.
And, as far as features that would make the game/genre better:
I've found one of the more annoying things about WoW in particular is that eventually everyone looks the same (this was at least true for back when I played. I don't know how it is now). I think a good idea for a solution would be to allow the players to customize the way their equipment looks. I mean, don't get me wrong. I'm not saying the designs Blizzard created for some of those epics are pretty badass looking. I always just found it annoying that my badass looking T2 Paladin looked the same as all the other T2 Pallies (I told you it had been a while since I played).
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