That's what you get when you combine open pvp with no working consequence system and favour big guilds and the strong with certain gamestyles only. PvP needs variety, but right now you only see the same people over and over and when you speak out against the mainstream opinions about pvp, you'll get mobbed. No small wonder the decent pvpers who were there for fun and not for power, domination or grind left.
Imagine the situation above with some consequences or statistics changed for the attacker as well as the ambushed, even more if he/she successfully defends or gets away. Imagine people actually benefitting similar from helping you or teaming with the ambusher, favouring even odds over zergs or allowing for more tactics than "dead or run" including revenge. Right now you have onesided advantages for the ambusher AND no population/will to help and a kill counts as kill...doesn't matter how you get it.
I fear when they realize they need a consequence system (maybe after the introduction of the quests), it will be too late AND they design it so poorly, that it will be exploitable and involve even more control or grind (like some other mmos actually seem to do now, like static factions etc.).