I have been thinking a bit about endgame content. Heroics are hard. Raiding is hard. You need to put in a lot of time to prepare for this content. It is some what like having a second job. Now... it is not nearly as demanding as a second job, but still it is work. Why do people do it?
I think that folks do it for many reasons. I can only speak for myself. Initially I strayed away from endgame because I had such a bad experience with the endgame content in my previous MMORPG(FFXI). Then I joined a guild that was very interested in helping others achieve item level as well as having fun.
Having Fun? It is exactly what you might think. We laugh hysterically when we wipe. We tease each other mercilessly about silly things. So why do I want to increase my item level? Well I want to play more with these folks. Also I want to help other folks in my guild out.
New content is also another driver for me. I want to experience the game.
I feel like folks that are not in a guild that let's them have as much fun as mine are missing out.
What makes the endgame fun for you?