I did. I tried to break him out of that anyway, and I succeeded. After a while, he realized "Man, this is really not fun to play like this." After just wandering around, he ended up having more fun with it. That said, when I was playing with him, it was boring as hell. I was just following him around as he played it like WoW, and at one point, I just said "alright dude, you do whatever. I'm gonna go explore. This is boring as hell."
Another friend of mine tried the beta at my place, and did the same thing. He was like "Where do I go next?" It's a deeply ingrained paradigm of thought that needs to be broken, and I can understand why it's such a difficult habit to break.
In fact, I think Arena needs to do a better job of guiding players to explore, rather than play it systematically, like WoW. Right now, the tutorails are poorly done. They tell you how to play the game at a basic level, but they don't actually tell people how to explore the world, and how everything gives you EXP. Even during the last BWE, I was wandering around with some gaffers, and saw plenty of other people just playing the game like WoW.
The game does a poor job of communicating to the player what there is to do other than go from heart to heart to heart. At times, I wasn't really sure what to do either. Sure, everything gives you EXP, but the game doesn't tell you how you trigger events. "Just go explore" is poor direction.
After pretty much cleaning out Plains of Ashford, I had to go to other areas to find stuff to do. Almost no events triggered for a long time, and I was forced to go elsewhere to find things to do. The event density in Plains of Ashford needs to be retuned. There simply wasn't enough to do other than grind hearts at times.
In comparison, there was way more to do in Metrica Province, because events were occurring all over the place constantly.