PvP is my endgame. The constant iLvl game has gotten old.
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This. SO much this.
This game has no shortage of rewards I can get with only a fraction of my capabilities as a player. No, I'm far from a Ultimate Coil-level raider (though certainly no slouch there either), but PvP - at least before 4.0 - became that last proving grounds for me. "Sure I can handle the scripted stuff, but how well can I handle something different each time?" And it turns out I can handle it quite well. Incentive brings people in, fun/enjoyment keeps them there. The rewards will happen purely though doing what I enjoy doing; they're nice to have and naturally I'll eventually want more, but the BIG difference between myself and much of the newer PvP crowd is that once gotten, I'll still queue up for PvP because of how much I enjoy it.
At least, that's how things were before.