It's not only that. Some are reaching a level of end game where there is nothing to do. I, for sample. The only missing char I want is Navigator (ok, a Wrath too). But other than this, there is no much left.
Even in PvP, the only thing to do is toying with defenses (not so much fun), since my attack cant get better (95%+).
BNW has the challange, but not the reward. I myself won't go anywhere, but more due inertia than anything else.