Well, since this thread came to open blows...
IMO, PvE IS challenging. The first time you play it. When noone in your PUG/team has played it before. When you DON'T know the bonus. When you DON'T know to kill the boss LAST in THK, etc, etc.
It's vastly connected with the run/powerleveling problem discussed. There is a lot of veteran no-nonsense players who just rush it. There is also a lot of noobs that want to become uber in a matter of hours/days. It kills RPG elements quickly. Missions would be a greater challenge (when playing for the first time) if you got players who (like yourself) never played it before(now, if you get such a group you're likely to call em noobcakes) . But considering the game's age that's not likely. How can I immerse myself in the mission and explore it in depth (would last a little longer, little more added value, IMHO) when you got a player with 2 accounts in your PUG yelling OMG SKIP SKIP SKIP NOOBZ all the time?
I know this is a rant...but consider I'm a fresh player (playing under 200 hours) who's experience was somewhat ruined by aforementioned things. My girlfriend who started playing recently can't find a decent group because all you can see nowdays is "need runner" and "WTB max dmg xy", etc in mission areas. Go bloody earn it...
I am a hardcore RPG'er and I hate cheating of any kind. I even consider guild donating stuff to newbie members cheating, so you see my frustration. Go there and earn it goddammit! I even refused to look at maps on the web (and elite locations)...that's why I didn't finish yet!
So at long last I must say that perhaps it's not "rough it up" issue, but instead "give new content" issue. Otherwise, people who played it will always know how to make it with minimal effort - no challenge in that. There is challenging missions/quests, but the community had found exploits to take away the real challenge. And there are always those 20lvl characters helping missions in start areas willing to help out the newbies. It makes newbies feel like NPC's, not like active players (since lvl 20 kills EVERYTHING in his wake).
I know it's good intention to help someone, but remember, road to hell is paved with good intentions!
I'm no PvP'er since simply because I can't find a shred of RPG in that.