At the Austin Game Developers Conference, we sat down to a one-man panel held by James Portnow, of Divide by Zero Games. His topic was "The Secret to Storytelling in a Massively Multiplayer Environment", and it was well worth our time.
James' main point was to collect the various servers, or shards, into one continuous world, and how that would affect the idea of composing an overarching storyline. Massively has compiled a breakdown of James' panel here, condensing his hour-long talk into what we think are his most salient points. Remember, most of these statements are not actual quotes unless specifically pulled out as such.