http://massively.joystiq.com/2013/08/04/soe-live-2013-delving-deeper-into-eqns-landmark/
EverQuest Next Landmark is going to build a community and fan base for EQN before the main game even launches. With contests to create content for the game, it will also result in people becoming emotionally invested in the world of EQN before launch.
P.S. I expect the EverQuest Next launch to be great fun to read about, as having a large number of players descend upon a destructible environment is likely to produce an entertaining disaster for a short while.
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