I like the variety of Species to play including the rather fun extreme size differences of Dragon or Half-Giant compared to tiny Dryad. I like flying as a Dragon. I like testing out all the various combat school combination and what they can allow a character to do. I find the Saris, Sslik, and Dragons rather visually appealing and the Dryads rather pretty like a butterfly. I find the story in the game to be compelling and interesting and love the way they worked in things like why you do not die.
I also find crafting personalized and personally shaped and colored gear to be a big draw as well as building my Plot or my Lair. I find I appreciate the "No randomness" aspect to crafting instead of having your efforts greeted with a very regular chance of failure.
I like the Role Playing and how it can really be a central and important thing instead of just something that may rarely happen if you are lucky. I like how the world lends itself very well to Role Play and encourages you to build the world as a community.
I play also because the Devs are always making the game a little better in time and seem to generally listen to their player base and make improvements.