Looks like the Lord of the Rings Online is the first MMO to fully implement DirectX 10. As did the OP, I thought the game already looked great and am interested to see what it looks like now. The vid in the quote section shows the range of quality already in the game (every 10 seconds the quality is stepped one higher to max).

Official Release:
WESTWOOD, MA – January 7, 2008 – Turbine, Inc. announced today that The Lord of the Rings Online™: Shadows of Angmar™ has become the first massively multiplayer online role-playing game (MMORPG) to support the Microsoft DirectX® 10 API and NVIDIA GeForce graphics processors for stunningly realistic imagery. The Lord of the Rings Online, named the 2007 PC Game of the Year 2007, now offers gamers with DirectX 10 graphics cards the most immersive online experience available today.

Players can now experience Middle-earth™ like never before with major improvements to The Lord of the Rings Online’s graphics, including upgraded shaders for water, particle effects and lighting for distant terrain. Players will also be treated to new levels of immersion with the new DirectX 10 exclusive dynamic shadowing features which render realistic real-time shadows in the vast outdoor environments of The Lord of the Rings Online....

(Full Release at Site)

And now for that cool video:

JelalTrueshot via gamingshogun.com »