The original question was: Why didn't PvP turn into the endgame content like ArenaNet originally envisioned?
I think that the answer is very easy: ArenaNet simply did not understand the wants of the gaming community when they developed their game. As everybody can tell, all successful MMOs have a strong PvE component because that's what people want. If you try going all-out PvP, then you end up with a game like Fury. Look how great that game turned out to be.
When ANet first made Guild Wars, the intent was indeed that after you did PvE a few times, you'd naturally start playing PvP. In other words, once you beat Prophecies, the idea is that eventually you'd get so bored with the lack of end-game content that you'd just go into PvP. This didn't happen.
When Factions was released, the intent was to somehow unify the rift between PvE and PvP. ANet decided that the best way to merge the two sides was to simply force players into PvP. The original idea was to use the mandatory 10,000 Faction quest as a gate to make sure everybody had to somehow grind out the allegiance faction somewhere. At the time, the fastest way to get Faction was to AB, FA, or more rarely JQ. No PvP-only characters were allowed into the arenas at the time, so you had to take a PvE character and grind out in casual PvP play.
Needless to say, the whole "merging the sides" attempt was a total failure. You can't force somebody to play in a way that they don't like. PvP-only characters were eventually allowed into all Faction arenas, and Priests began giving out Blessings which allowed players to grind out Faction via killing regular monsters.
The problem is that PvE and PvP don't play the same and they don't use the same strategies at all. The only exceptions (maybe) are the Faction-oriented battles, but those are deemed as "trash PvP" by most of the hardcore PvP players. In fact, the PvP snobs often sneer at AB and say it's not PvP at all.
C

