Today, graphics aren't the major issue and combat is vastly improved (oh, and the free trade/wilderness thing reversed a lot of bad PR and then provided further marketing opportunities on how Jagex were resolving their bot problem-now that's clever press work). It looked terrible, click and wait was boring (even if the best of the best bosses and PvP offered something rather more interesting) and it takes hundreds of hours to get to what most would think of as a 'decent level'. A few years ago, you could have asked any gaming forum why more people didn't play runescape and the answer would have been 'graphics, combat, and grind'. However, they are missing a real problem with this game. I'd agree with pretty much all these points (they're also redeveloping quests, which is good but not frequent enough to suggest they think it's a priority-this might be mistaken). And it's a sensible, well rounded answer, the sort you'd expect from a company that's done a lot but never been able to succeed outside their flagship product for very long.
At the moment, the answer is 'filling out all the skills, adding high level content, expanding graphical capabilities and the evolution of combat along with doing a good marketing job'. What does Runescape need? That's a good question, probably *the* good question that Jagex should and are asking themselves.
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