Eh, they don't have to (cf Eve), they just decided not to and so they've largely missed the chance for more interesting and sticky player driven story (cf Eve) by following EQ's model of "here's what you do next kids".
Eve is kind of a different thing, I think. Hardly anyone is actually roleplaying in Eve, for one. For another, most tabletop RPGs give you a fighting chance at being the hero, whereas in Eve you're overwhelmingly likely to be Faceless Extra #54265. There's nothing wrong with that, necessarily, but it scratches a different itch than RPGs.
