How long do you expect world pvp to last after leveling if there's no content in the world to do? Nagrand, Zangarmarsh, and Hellfire all had pvp objectives that gave rewards. Dailies force people to actually inhabit the world.
Rated pvp did a bit to screw up pvp. But that was due to them trying to balance 27 specs in both pvp and pve simultaneously. Homogenization and balance are conflated a lot. I remember they grouped up similar mechanics and put a common diminishing return cd. If they had implemented a separate spec and rules for pvp and just pvp, it would have saved a lot of dismay from class enthusiasts. They did this with warmode, but it was a bit late.
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It was kinda like a catch up mechanic, Badges of Justice, because each tier they added a new vendor. So you could spam heroic dungeons and get previous tier ilvl gear, or close to it.