Nope, I'm not saying any of that which I removed from your quote. I'm saying exactly what I'm quoting you on: If you feel like you NEED a reward to justify your playing a game, then that's the opposite of what GW2 is trying to get at. Once people start thinking that they NEED to be rewarded for something that was once fun, it becomes a job. Playing a game solely for the endgame, or for better loot etc turns the game into a job.
But the reason they felt like they needed to be rewarded was because the game stopped being fun, right? No. The entire idea of deserving a reward is the reason why fun just disappears all together.
And therein lies the idea that people aren't ready. They aren't ready to play a game because it can be a fun little time waster, because they want to play a game to be rewarded with epic lewt, which GW2 doesn't deliver.
Which is I suppose why someone like me, who never really reached the endgames of WoW and raiding and all that, is able to enjoy the game even if I happen to run the same event chains multiple times, sometimes in a row: Because I never adopted the mindset that the game needed to reward me to justify why I'm playing it.