I don't like grind, but I really enjoy this game. It gives me a similar feeling to stuff like Europa Universalis or 4X games, where the huge range of options and things I need to be doing in a given moment is nearly overwhelming, in the best way possible.
The PvP is great, but requires some pretty hefty time dedication in order to take part in the GvG system. Open world PvP mostly boils down to who has the best gear, assuming that neither player is absolutely awful.
I hate grind in games, but I love this. I almost never play MMOs without my group of friends, but this is one where I've made an exception to it. The grind in this just feels great.