Funcom is taking a warhammer and bludgeoning MMO conventions by fusing elements usually reserved for the single-player world with traditional, developed features in the genre.
Primarily this fusion is occurring through the game's real-time dynamic combat system, but the developer is also drawing on its experience with adventure titles such as Dreamfall to flesh out and add colour to NPC interaction and quests. It's including a dynamic AI system for NPCs that it likens to Oblivion's Radiant artificial intelligence.
And then there's the fact that you'll spend a good portion of your way to level 20 playing on your own (and the developer assures us that players will be able to play solo to the level cap of 80, but that's by the by). But it's a combat system generally unheard of in the MMO genre that's grabbed the headlines.