Doesn't mean it has to be rewards, but it means goals or at the very least something meaningful to achieve outside of griefing. Because that's what most World PVP is without any real goals to achieve. Why are you fighting an army of other faction if you have nothing reasonable to gain out of it? Now if they gave an actual reason to sack towns or capture territory, then it could be fun. Their previous attempts at world PVP goals have been pretty lackluster. 5-10% bonus EXP for the zone? But what if it was like Wintergrasp, where you actually get access to special quests and vendors, as well as to a zone with a special boss? Now you have a reason to fight.