Easy fix to the PVP/PVE argument. Make it an option to be available for bounties (on the part of the hunted) but make it worthwhile enough via in game benefits that people even on PVE servers will want to do it. I have little interest in PVP itself, but the idea of outwitting a hunter or sneaking away from him sounds awesome.
This got me thinking about how the story line with my smuggler could be improved- Give me some optional missions to actually smuggle something in game as a daily or weekly mission that has a big reward but also puts me on the bounty board. This way I have two options for daily missions- the safe, group-oriented PVE missions or the more dangerous, but more lucrative "bounty-worthy" missions. I would be totally in for that.