The problem is not that people think WoW when they hear MMO. The problem is the Game Companies think it has to be like WoW to be a successful MMO. Hence the fear it will become wow'ish.
I can see Fallout being a great MMO if they completely scrap the traditional MMO style gameplay. Even though Hellgate London was a massive fail i can see the FPS part being implimented in a Fallout style MMO. Forget the raid crap..forget the forced grouping crap..forget the holy trinity tank healer dps crap. Have an open ended world where you can become anything you like.
Wouldn't it be cool to become a Wandering Trader meeting other players? Or even being able to hire and govern a NPC trader that will do it for you. Hire some muscle. Set up a shop and have an npc do the trading for you. This would give a great opportunity to become a thief if you choose. Start a city like Megaton and have real players and NPC's run it. Imagine your character becoming an NPC in the city you live in when logging off. What about the abillity of being able to give other people quests. So many things you can do with this
The only problem is that everybody in the busines thinks a game has to be like WoW to make money.
That is exactley the problem, one of the major problems with most new mmo's seems to be that if it doesn't sell millions of copies straight away they end up thinking it's insignificant little things that EQ/WoW use that keeps people playing it, when it's more to do with the fact it runs well on pretty much every pc and really has nailed gameplay better than any mmo has to this point. Although i do believe nowadays when people hear MMO they think WoW, then we get things like ''WoW clone'' without people realising Blizzard hasn't done anything unique in their MMO, just nailed it better than anyone else has and brought with it an already popular game franchise to base it on.
I'd suggest an mmo based on Fallout should use elements of SWG/UO/FPS and go for something truely unique, the elves/dwarfs worlds have been done to death, the MMO as a genre is crying out for new ideas and new settings.
Let's be fair here, the mmo genre is one of the few genres in PC gaming where we get the attention to suit the system, it should be thriving much more than it is, but we get people who seem more scared of one person ruining their fun, than realising how much more fun things become when you have friends to play with and a system that allows you to control those ''griefers'' that some gamers seem so scared of.