A thought on End Game
Having items unique to specific content is not a bad idea. The way it was implemented in the previous iteration of the living story was not ideal because the opportunity to get the item was limited. Now that the living story is permanent and unlockable to those who missed it there should be a unique item given for completing each episode or every other. Currently there is only the back piece which is extensive and expensive and seems more aimed at the less casual players. There needs to be more to work towards and achieve for the casual players too.
Add in reputation gains for the Vigil, Priory and Order of Whispers with gear unlockable at different reputation tiers and missions that tell side story about each order. Add WvW and dungeon exclusive gear into the game like the new PvP exclusive gear and release new sets in seasons. This sort of content keeps the player busy working towards something they do not have and do not have to be a hard core player to achieve. They just have to play their favorite content to earn rewards to show for it.