Never played WoW but I get what you mean. Guild tournaments were something I looked forward to. I think in other versions, they had guild member vs guild member tournaments.. but I also think they had some feature about guild vs guild. Not just meaningless guild wars that we have right now where people can declare whenever they wish for the silliest reasons, but actual event things where people can get guild fame. Apparently the guild fame allows you to invite even more people. Read this somewhere on one of the korean sites.
If they want to introduce the PvP element more, I think they should do something like that. At least it's PvP under a controlled environment, unlike current abysses where anything goes with the additional loss of EXP unnecessarily.
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