Having written, albeit small bits, in the gaming industry, we often talk about crunch, the real rules and meat that you can really grip onto and take and run with. I mean, the backstory is nice on some products, but the crunch is the stuff I can use as a player or gamemaster.
Gleemax never had much in crunch. It was all fluff and drove me crazy. It had a crappy name. (Seriously, the concept of maximum glee brings up either the image of a hyperactive 5-year-old or a massive of singing sweater vest people - either way, not attractive.)
It also seemed to try to be everything to everybody, which is a failure.
They SHOULD have tried a scaled back thing oriented towards a product line and then expanded slowly to guarantee enough content and interaction. The way it was, when I first checked it out, was that I couldn't do anything, and there was rarely enough new to see, so I stopped coming back.
And seriously, if I play an MMORPG, then I already HAVE a community. I don't need a second. I play a few single/multiplayer games (Civ IV, NWN2, etc.) and one MMORPG (EVE).