I played Guild Wars 2 for around 6 months, got 2 max level characters in that time, top level gear and weapons etc, the only thing that kept me there that long were the jumping games, once I mastered all those that was basically it, nothing left to do except wait and run the same stuff over the over again until a DLC is released. On the other hand I have played LOTRO for around ten years, I have 1 max level character, I played Atlantica Online for around the same amount of time until it started to die out, only 1 max level character there as well, I have 1 pilot in ED, been playing since 2015.
Yes games that let you get to end game content are plentiful and popular, but they are rarely popular with the same people 6 months later, they rely on the short attention span, big spending casuals who basically move from game to game, those games are toxic, they push and push players into spending a lot of money because those players are only there for a short time, cosmetics, skill boosts, weapons, armour, pets, mounts and etc, it's push, push, push, now that's what toxic is. They don't care about story or long term player engagement, as long as the players spend X average dollars per month or week that's all they care about, even if it's a an entirely different player.