My experience with Guild Wars 2 has been very similar to a lot of people I've met over the years. We all agree it's a wonderful, beautiful take on MMOs, and delivers on its promise of a subscription-free game. But at the same time, we often find ourselves gravitating towards other games every few months on a more consistent basis, like Final Fantasy XIV.
Guild Wars 2 is a massive success for ArenaNet, who is always listening to its fanbase for adjustments and the like, but it doesn't offer up a lot of endgame activities or structures that hardcore MMO fans are usually accustomed to. The developer's recent Heart of Thorns expansion is basically more of the same, which is either a good or a bad thing depending on your initial experience.