I saw the post linked on Kotaku. Yeah, D2 kept me interested because of the story that was developing. I played through it a few times after that because by the time I'd finished killing off Diablo, the starter levels weren't so fresh in my mind. That's not really true for D3.
Still, upcoming patches adding in PVP battles might be interesting, but I can see it just being a grind in crushing defeat, having to save up vast amounts of gold by playing the game over and over again just to afford the increasingly expensive auction house - which will almost certainly be a MUST if you want to do well in PVP... we'll see.
If their next content package is free... well, again... we'll see. Otherwise, I may pop in from time to time when I feel the urge to smack the crap out of some pixels... but I'm definitely no longer hooked.