It honestly can't. I think, aside from modding, on native, what's important is the "Cult" around a server. For example, the GK system on NA. While it does have some nice add-ons, such as catapults, unique equipment and the like, what matters is the GK name. People are hyped for "GK SIege Night". Even if a server popped up in the exact same location with the same specs, it will not get as many players as US GK TDM. How do I know this? Because others have tried over the years, and just can't get the traction. The GK name persists, as does Mount and Siege for the EU community, and there are others like this on various modules. You just can't get that same enjoyment for "Official Server 74", especially with a matchmaking function that blows. This is another reason private servers are so damn important.