Gameplay should never feel like a chore. I don’t care if it’s grinding, questing, raiding, or going through a story; If the activity feels like a chore it is poorly designed.
Dailies are chores. Reputations are chores. Anything that mimics a checklist of activities that must be done before doing what you would rather be doing is most likely chores.
Please don’t confuse hard work and the sense of ‘earning’ something as a chore. I’m not saying that all barriers to entry into all aspects of the game should be removed, just those repetitive and pointless exercises — those activities that make you say “Crap I have to do …” It’s the “have to” part that usually indicates a chore. Something you feel like you have to do, despite maybe not actually being forced into it — a compelling urge like the game is making you because if you don’t you’ll be at some disadvantage.
I talk a lot about how games can be improved from the ground up, but removing the parts that suck and discontinuing the practice of relying on them for content wouldn’t be a bad start.