Guild Wars wasn't/isn't a mmorpg like all the rest
Was closer to a mixture of online rpg and an online shooter more than anything else.
At least when I played, the big thing(s) were Tombs and the guild battle.
The guild I was in was an alpha/beta guild so we dominated the ladder and tombs when it first came out (even for awhile we were having fun zerg-rushing other guilds and winning that thing in about 30 seconds to a minute

), but most of us got annoyed because of the pain in the ass grind required to unlock everything and quit.
Point is, it wasn't supposed to be the grindfest of WoW/EQ/DAOC, but instead closer to playing an team-based online shooter like Tribes, CS, or TF. At least that's what had attracted the group of people I played with during beta, which is why we all left when they tried to keep the grind whores satisfied.