You dont have to pay fees to login, which is what keeps so many people playing GW.
Arenanet stated when GW was released that it was meant to be a casual CORPG (competitive online RPG) and not a MMORPG. They expected players to buy the game, play through the campaign and then either move onto PVP or something else when they were finished. They would then release new content with a new full games worth of content that players could then buy and relog to start playing the game again without having to pay for a subscription. Anet have been very hardcore against fees, grind, and players having loot based advantages in Guild Wars, which is what the people who play the game love about it, and why other MMOs and RPGs no longer suit players who have become used to GW's system. Gear and gold grinding still exists for people who enjoy doing that, but it is entirely optional and not required to complete the game and be equal to other players.
What they didnt expect was so many people to actually remain in the game playing it almost 24/7, but ofc that ended up happening because of how insanely addictive the game was. They later added in the optional PVE titles for players who had completed the game but wanted to carry on playing to have something more to do.
With GW2 they are carrying over the same philosophies, but adding on much more MMORPG stuff - 80 levels and higher loot levels being the main addition that at first would be a huge cause for concern for fans of the first game. But they are balancing these based on their anti grind philosophy by having a completely flat leveling curve (Its been stated that the average player will be able to gain one level per hour of play, so max level should be obtainable in approx 80 hours of playtime), and also maximum equipment will be very easy to obtain as it was in the first game, with rarity only affecting appearance. If you actually gain 30 hall of monuments points in the crossover thing between the two games, you will be able to /bonus a full set of equipment including full armor and every single weapon type, and they will be able to be created / upgraded to match the required statistics for whichever level you are at. The desirability for new equipment in GW / GW2 is entirely appearance based, you will definitely find a lot of stuff in the game that you really like the appearance of, and that stuff will be harder to obtain. Also I'm sure that boss unique weapons will be back in the game which were a great way to obtain maximum stat decent looking weapons in the first game, and they still provide that hugely immense 'OMG OMG OMG LOOK AT WHAT JUST DROPPED FOR ME YAAAAAAY' feeling, even though the stats wont be any different.