Features that "matter for marketing" lend to the experience that keeps someone in a game.
I think people are trying to point out that while most/all features factor in to marketing to a greater or lesser degree (have to market the game as a whole), there are simply some features that exist almost solely for marketing and are by and large afterthoughts to the game's community. So instead of "features that matter for marketing" one might instead say "features that matter
onlyor
mostlyfor marketing". People have named quite a few, such as voice acting. That shit gets turned off and skipped by 99% of the playerbase before long, I mean hell, most people don't even read the text from questgivers and just read it out of their questlog later. The pinnacle of this is stuff like SOEmote - dev time shouldn't have even been wasted on it. Ever. No one uses it, at most they try it once and then move on. But don't think that if it's a "feature" in a game that is approaching release that they won't use it as a selling point. 5 bajillion hours of voice acting!
If Blizzard swapped out WoW's graphics with Minecraft, I think you'd see a subscription decline.
Your example here is purposely pants on head retarded, not only because it would never happen, but also because amongst comparable products (similar MMOs) none really have Minecraft graphics.
Graphics (particularly on the highest of settings) is really only a big thing early on, post-release. I'd wager most people scale their graphics way back and rarely (if ever) crank it back up after they've had their fill. For most performance takes a front seat, and with any MMO that I've ever played before very long I really don't give 2 shits about the graphics performance that the Developers advertised when they were marketing a game. In fact I wouldn't have minded a "minecraft" graphics settings, particularly if I could get a performance boost such as on raids. I'm sure I wasn't alone with the original old-school EQ1 character models and I always crank my graphics way down for raids.
The fact that EVE didn't provide a story to your objective is irrelevant. You have tasks, you complete them, and snatch your reward.
EVE is often a difficult example to shoehorn into a discussion, as it is here. Really, missions in EVE themselves remind me of camping mobs for drops in a fantasy MMO. You figure out what you want (say Angel Extravaganza and similar missions), find an agent, and you grind the shit out of it . I don't even think they bear anything but the most passing resemblance to quests in most Fantasy MMOs. Besides, a huge majority of people doing missions are either multiboxers grinding cash, ISK farmers, AFK bots, carebears, etc. The people actually playing the game are...well...not really doing missions imho.
As far as "on rails" go, most MMOs use quests as a way to funnel people through content. For example, having the last quest in a zone...send you to the next zone. That is part of the "on rails" issue, you treat the game as a themepark and you move from content to content like it really is rides in an amusement park. EVE doesn't really play like that, and that's actually been a long standing gripe from players. There really isn't much handholding and you aren't funneled well (if at all), they just throw it all out there and...GOOD LUCK!
If you want to use your imagination and craft your ownthen you can certainly play a space sim like EVE. You're still going for a ride... on rails.