There are those who play it who say they don't like it. Maybe your theory is correct. Personally, I think the looting and upgrading your gear can be addictive. Marketing is also a big part of it though.
I don't think I have an addictive personality but I do enjoy the game for the gameplay. Sure the story is weak and the PvP could be better but I have had a good time in my 20 or so hours. I can only speak for myself though. I look forward to the I provements they make over time.