I feel the same with the Halo series (for the most part). Lots of other good FPS but none quite as visceral or as tightly tuned as Halo.
Gearing up hasn't been fun for me since BC. Gearing in Kara, ZA and everything before was great. Questing only caught my attention for the first toon or two. Story presentation, honestly, has never even showed it's face to me. I don't consider WoW to have a story, really.