How did I start?
...
I came without any clue about MMORPGs. My only RPGs I played so far were the "Gothic" series (single player, rather fixed story with some temporary degrees of freedom).
During my first year, I got taught and sponsored by Janners Way. I'd never complain about those days, even though they were not very roleplaying oriented. But I had my freedom, and I met a lot and very different players and characters...
Over the weeks and months, again and again I stumbled into roleplays. GM events, little plots with some famous chars, and finally, a taste of the deep story of the Purrties. This was an awakening! Finally I found the kernel of this game.
Later, the "Royal House of Purrty" was founded as strictly roleplaying-oriented guild. Before, there was the splitting and "death" of Janner, founding of Ruby Reign and the Sworn Council of Yliakum.
I guess you can call me lucky that I had the chance to grow into this game.
Other players have the same chance today. Some of them have experience from a different MMORPG, and may expect the wrong goals, being biased on their previous experiences. Some have no experience at all, and don't understand the whole concept in the beginning.
So what?
If a player is open to new experiences, he may need more or less time, but will eventually understand. If he is not ... shall we force him, shall we discourage "wrong habits"? Will we tolerate or ignore those who do not -- yet? -- understand the meaning?
I'd like to believe that most of those who seem not to care today, will be able to learn while they play more and more. It took around 2 years for me to find the key. Well, true, parental education may have counted as a big factor here. You may find "gangs" in your game just like in your real life. That's the variety in all our lives.