What keeps you playing RuneScape?

I mostly play because when I don't have anything else more fun to do, if there is something going on then I will do that instead. My life is not too busy though so I have plenty of time to play.
I am a little addicted (not majorly but a little bit) so I think if I get really busy (like I do ocassionally) I will still keep logging in even there are other more important things.
It is a nice a break from real life, quite fun and I enjoy the sense of achievement I get when I reach my goals. I have great memories from this game, and the few friends I still have keep me playing too, not to mention my clan & other forums keep me motivated (which also includes my G&A threads which are a major part of how much I play).