PastramiX, what MMOs have you played? I think WoW has a bad reputation as a stereotypical MMO among people who haven't played it but really you don't run into too many people who try to ruin others' experience.
Maybe it's silly, but a big reason a lot of people including myself like to do endgame content is for the rewards. After hitting max level, better gear is all you can do to improve your character, so that is something that keeps people playing long after they reach max level. But I think gameplay, both PVE and PVP is very well done in WoW. I love WoW lore, but still play the game for gameplay over story. It's more the universe the game is set in that draws me to it over other MMOs rather than the actual story.