the only way a new MMO will break away from WoW's hold is to benew, innovative and break out of the formula every game is doing. when a player picks up a game, plays it for 2 months and says "meh this is just like wow, but not as fun", what else are they going to do but go back to it.
the level/gear/loot system is not working, we see that. yet the game companies still try to make games form to it and they all flop.
Star Trek screams for an open system that's skill based, yet they are going level based (even if you think they're not they are, all indications are there, tier 1/2 ships that you "rank up" to inprove), screams for a prestige system that goes forwards as well as backwards (shot the Klink while at peace and you get negitive points, maybe demotion).
screams for advanced IBM cell technology, advanced AI and player driven world (ie you destroy that klink ship, if enough points accumiplate, the klinks start a war), Yet they want to "dumb it down" for the masses to play and to grab some of those elusive WoW players.
Star Trek screams for top of the line graphics, yet they show us graphics that look like they're from 20 years ago. heck the new Star wars MMO was just recently announced and the screen grabs from their Alpha blow away anything Cryptic has pumped out recently. I'm sorry but saucer that should be round looking like a hex don't cut it, asteroids tht have been labled as "spacde floating poo" and asterroid based that look out of place on the rocks and lok like basic primitives wiuth textures applied, avatars that look like 12 yr old boys with giant hands, just don't cut it as cutting edge or advanced to me.
If cryptic or any other MMO maker wats to break away and ebcome the next "Big" thing, they need to break away from the mold, and do like the early days of games, expiriment, take risks and produce new ideas!