I have a lot of fun with 72 man pvp, but ultimately I feel it limits what can be done with pvp. Imo, the two biggest culprits that prevent pvp from moving forward is large scale pvp and GC restrictions.
After much thought, I think it would be better to remove 72 man all together as well as GC restrictions. And replace it with 8 vs 8 maps. The potential benefits would be:
1. SE could implement a variety of game play modes (capture the flag, the current capture point system etc)
2. Pvp could pop more frequently
3. There would be more map options to choose from when you queue up. SE could also implement neat things like special weekly bonuses for playing certain maps.