Because an enraged dragon trying to burn the world while players fight through a fire-based zone is so new and unique in MMOs right now. Ember Isle is a massive expansion for RIFT, the only fantasy MMORPG to actually sort of almost compete with World of Warcraft. Ten Ton Hammer has the story.
Next year, RIFT will unveil the secrets of the red panda people and their mysterious, magical island. Lookit how cute those red pandas are!
Seriously, google up “red panda” and awww for the rest of the day.