I think pvp is fun, and have more replayability than the dungeon, especialy the dungeons... just linear and not challenging at all.
rewards is not appeling at all, ugly and useless pvp set, it don't work like dota, dota is a pvp moba game where the pvp is the center of the game.
when in FFXIV we have pve/pvp content with rewards in the two side, the game work a lot in the reward, on the paper it's just not fun to do 400 run of the same primal you know by heart to get a mount because you need luck to get and it's a rare drop, but players do it anyway.