Warhammer Online is that many players seem to spend ages just grinding scenarios, while the open RvR areas - clearly meant to be heaving with Order and Destruction players going at it - are much less populated. Mark Jacobs recently announced that the WAR devs intend to 'boost RvR like crazy', and the rumblings have already begun.
The bonus XP for killing a player in an open RvR area, previously boosted by 50%, is now going to be boosted by 100%. Players killed in open RvR will thus be worth double the amount of XP of those killed in scenarios. As carrots on sticks go, that's a hefty carrot.
There's already been some tweaking done to the chat system to add region-wide and RvR-wide channels; presumably the next big thing to come to the RvR zones will be the boss monsters promised for Witching Night.