I've been playing MMOs for about 13 years now. It's the same conundrum, and developers can't really win. On one hand, the folks at the endgame want new content and goals. On the other hand when they get them, they complain that all that time spent getting what they had was wasted. I've been through it myself. The secret to enjoying a MMO is simple. If it's not fun, don't do it. I'm not being snarky or condescending either. It's a lesson I learned by wasting hour after hour in digital worlds. If you the only thing you enjoyed about grinding was the gear you got from it, then stop grinding. If you're sick of the same PvP, stop PvPing. No piece of gear or title will ever be enough to make up for a journey you didn't enjoy to get it. The journey IS the point, not the reward at the end of it.