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I'd argue that Eve and UO were nothing BUT endgame, really, rather than not having any.

I don't agree with your definition of MMORPGs ending. I don't consider an account cancellation to be a fitting end to a game. That's not an ending, it's a fizzling out or a resignation. What Tobold is saying, and I agree, is that MMORPGs need some sort of closure so that the player actually feels satisfied. They need to feel they've accomplished something, rather than simply "got sick of the game". It might be inevitable for a player to quit after 10 months or so, but that doesn't mean we have to go about it by pissing them off more and more until we reach their breaking point. We could just plan a 10 month storyline and neatly wrap it up before starting another one. Hell, you might even convince them to stick around if that happened.