The current WvW game
Fun is subjective, as you realize, so the way a player chooses to play the game is fun for them. Pretty obvious as you pointed out, that people are enjoying the Living World content right now and thus not in WvW as much, or have simply ‘burnt out’ of wvw (I really hate this term but ti gets the point across).
AN should have put some functionality for guilds into WvW to keep them there, but they have been slow. Some sort of server scoreboard, or a dedicated GvG function. I hope and believe this is something they’re working on. In doing so, you would also see pve’ers venturing into WvW with their guild more frequently, making for a better WvW experience for us all.
For me, my fun in WvW is ‘fighting for my server’. However, I am not guilded, because it isn’t fun for me to wait around half the time for other people. I genuinely find it fun harassing groups of enemy players, especially the large guildballs, messing up their movement and relaying their position.