Uh-huh, but you're wrong. No one considered the WoW endgame to be substantial when it launched. It had one difficult boss that took a while to kill because people had to farm the gear to do it, it had no pvp zones and basically nothing else to do but Molten Core.
Sorry, MMO's just don't launch with much at the end game, it doesn't happen. People who spend 18 hours a day rushing to get there are nuts, useful nuts because they help the developers see where more content needs to be added and things don't work as expected, but they're still nuts.