The whole point of endgame to me: your character is at their skill peak, and thus more fun to play.
(Remember to keep referring to the above sentence as needed. This 'is' an opinion.)
Leveling is the process that slowly grants you new skills and abilities so that you may become accustomed to their use, but it's not as interesting for that very reason. The game 'begins' at the end because complete characters are just more interesting. Heck, I don't even 'like' raiding. Too many people, too much time invested in one activity, and overall too much hassle.
Yet I still enjoy 'endgame' more (if there is a decent one) because of my character.
MMO's have an endgame for more then that reason though. The in-game story has an end. Developer created activities have an end. Everything that devs 'can' build into a game 'will' end eventually. Games like UO relied almost entirely on the community to create their own fun, much like how PvP works, so sure, that could go on practically forever. But I'm fairly sure that players these days are looking for games, not social events. Dress up a virtual sandbox world how you will, it's still really nothing more then a social experience. You chat, you roleplay, you PvP, you complete tasks together that would otherwise be pointless, yet you enjoy your time spent together doing it, so it doesn't seem like a bad thing.
Gaming today is about experiencing and completing the activities that the developers create for you.

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