Retention will be what it will be. I don't think we expect a seriously high number of players to be on the server perpetually in the long run. We had a big Youtube spike, lots of exposure, and while we expect this will definitely scratch an itch for some, for others it will fade over several weeks. MMO's have a very real problem of being a themepark ride, where people get what they want to get, see what they want to see, and they get off the ride when they're done. New players that understand PvP will have a much better reason to stay over players that are here to see the sights, take a few pictures, and enjoy some nostalgia. And yes, part of that nostalgia is getting your teeth kicked in when you pug where you probably shouldn't. We're still building out PvE concepts that exist almost solely as a design to get people hooked and dragged into the real action eventually. Some will succumb to RvR, others will find another game to play. That's the burden of a game like this, and we've come to terms with it a long time ago.
Veteran players (and new players that stay long term), would be advised to see this as more of a sport. You practice. You skirmish. You get better equipment. You learn new tactics. You find other players looking to do more. You run drills. You build out your team. Then you play The Big Game. Win? Lose? Repeat. Then go on to play another and another and another. You improve over time, and unlike real sports, this one doesn't take a toll on your body as you age.
Look at the average age of some of the bigger groups that play on this server, think about how old YOU are. We're not playing this game because a new wave of nostalgic fans and totally new players looking for a free MMO to wander through is suddenly going to revitalize it, and do what exactly? There's still a limited amount of time in the day for volunteer devs to keep it going and expand on the core concepts that we all know deeply. WAR is WAR. As long as we have interesting battlefields to beat the crap out of each other on, we're gonna do it. Pug concepts are training wheels, not a final design philosophy.
The treadmill of the game isn't actually the shiny gear (but it can be for some), it's not even sacking the enemy city. What you're really looking for, if you're here long term, is a challenge. Reaching higher levels of gameplay means that you have to accept that there are tiers of players that can wipe the floor with you, and will not hold back when the chance encounter comes up. Guilds have been honing their warbands for years to get into top shape so they can claim that dominance. When you get to the top of that pile of bodies and you're looking down at all challengers, you're not safe either. It's just one WL warband meme spec away from kicking back down the hill to regroup and respec your plans. It's just one balance change away from pulling a cog out of your well oiled machine and shifting the meta.
I very much understand, it's not pleasant to be stomped so hard that your excitement is derived from the other team finally collecting their prize so you can leave the instance with a pity token. That's a wake-up call though. At least it should be. If players can't accept there's this level of challenge in the game, then what are they here for? If you want a casual experience, fine. You're part of the meat, and complaining about being run through the meatgrinder is natural. Aspire to be more than meat. Be the meatgrinder instead.