What happens when you hit level cap? That is the difference between a single player game and a MMO. End game IS the game in an MMO, everything else is prologue.
So, WoWs end-game has been going on for the last 8 years?
WoW's raids, where less than 6% of the player base (Blizzards numbers -- not mine) ever see it, is end game?
Changing your toons play-style with every patch is end-game?
The only "true" end-game that any game can have is PvP. I will let you figure that statement out, as it would take a bit to explain it fully.
Your statement of End-Game IS the game is why MMOs of today fail. This paradigm was created by Blizzard, who because of their paradigm now has to spend months upon months and spend a huge budget in creating so called end-game content every two months. After all that time and money they sit back and watch their "end-game" players burn through it in 2 weeks then head to the forum and scream for more.
You have missed the point of the topic dear Sir. This Paradigm NEEDS to be broken or we will all be stuck playing WoW forever. BW took a chance with SWTOR. They have decided to attack that paradigm.
I for one believe they succeeded.