The problem is there are no incentives in this game.
Achievements add immersion, and bring competition. What's the point in world PvP when you get literally no bonus from it? For 95% of the player base, that's a common issue. Same thing goes for guilds. Guild features can do many things, add to the guild community, for example.
Without any group mini games, what else can a guild do together? 4 man PvP? You can't even have full guild PvP groups.
Saying that the WoW generation demands too much only makes you look like an ignorant fool. If you can't see that's the direction this game was headed from the start you're blind. I love the game and I personally don't mind the direction it's going. Why not take aspects of the leading MMO and improve on them? Your attitude belongs in the 18th century.