MAG - What is it good for?

Having spent some time on the Beta I really can't see the long term playability of the game. Ranking up, weapons and clans are all well and good but the 'samey' feel the of actual minute to minute experience I think will lead to this game sitting on the shelf for a lot longer than it's played. Okay it looks damn good and the massive warzone is pretty impressive but the whole thing lacks a story arc. At least with the COD MW games you get the satisfaction of having ended something as well as the Multiplayer options.