What kind of end game will there be in ps?

By end game i mean once your done leveling what is
there to keep you hooked and playing?

I would hope for a system that would allow people to
do some pvp in an specific area for certain bonuses
or advantages.  Say certain in certain area either
castles or fortresses or different points of intrest
like a large crystal or something, could be fought
over and \"controled\" by a guild.  The guild would then
get a bonus for controling the fort or point of intrest.

This would help break the mantra of leveling up to get
stronger to be able to get powerful items so you can
level up more to get even more powerful items and
so on...