Very few companies seem to be trying to drastically reinvent the MMO genre in any way. This is mostly because World of Warcraft seems to have damn near perfected it, collecting so many devotees along the way that now you can’t deviate too far from its template for fear of turning people off. It’s like writing a post-Green Day pop-punk song with a chorus that just isn’t catchy. Why bother?
That said, WoW has been around for a long time, and it shows. Rift: Planes of Telara’s combat doesn't do much to subvert WoW’s dominant paradigm, but the game sure does grab your eyeballs’ attention.