Stuff you do at max level is not endgame in MMO design. Stuff you do to advance beyond level cap in power is endgame in MMO design.
None of the Guild Wars game have ever had an endgame. There was an end of game, but no DD/T of endgame in the commonly practiced fashion.
This is my own personal gripe with the game. The aspect most appealing to me of GW2 is the one given the least attention. And most under developed.
I have robust cosmetic options in games like Aion, Rift and Everquest 2. Where everything looks horrid. But I can't wear a beautiful blouse and shoes in GW2? Get out of here.