Furthermore in WAR guilds can be bigger than in WoW. If in WoW more than 25 people turn up on raid night, that is a problem, because then somebody won't get a raid spot. In warhammer gold, the more people turn up on keep raid night, the better. In WoW, if you play not quite as well as your guild mates, have less good gear, and are of some less needed class or spec, you're not always welcome to the raid. In WAR it's the more the merrier; even if your contribution to the success is less than that of the other players, there are no "he wiped the raid" situations, and your contribution is always a positive one. So I think warhammer gold  will move towards larger guilds, with a more stable membership. Being available at the same time as the others will be more important than having exactly the same tier of epic gear.

Sometimes I wonder how much people really love PvP, or how much of that love for PvP games comes from the social aspects just being more inclusive. Half of the guild dramas of WoW simply can't happen in WAR, because the very purpose and gameplay of a guild is different. Any "living guild" system is just a cherry on the top of that, the real advantage is WAR guilds having naturally better possibilities to play together, with less restrictions based on progress.