Totally agree, my Brothers hate end game WoW, but LOVE the leveling up and questing together around the game world.
I kept telling my brothers, WoW doesn't start until you reach max level, then the game truly opens up and starts. So they both get to end game, run a few dungeons, and say WTF ? They ask, where is this new game, that starts now ? They were like, it is just repetitive dungeon running for gear and badges, and then get geared enough to run Raids, they both LOL'd at me, and said this game sucks at end game, too much of a time sink, they have no patience or even any desire to run the rat race of end game.
i was always the opposite. i loved raiding. atleast some aspects. especially progression when you were in a higher end guild