We have a couple of systems in place to make getting into games faster. The most important one is an irc-bot that keeps track of available players and when they can play (you also don't have to be logged on to Guild Wars to reserve a slot in the group), another important thing is a Wikipedia where builds are stored. The build is decided before the game, so people can prepare their chars beforehand. Roles for each player are also decided before the games start.

It takes usually 5-10 mins to get games started. A bit of organisation goes a long way, and saves everyone's time in the end.

As for the point about PVP is the game itself: I can understand that being true in a game where PVP is inherently fun. For me, Guild Wars PVP is not inherently fun. It doesn't feel RPG-esque at all. The atmosphere for Guild Wars PVP seems "off" to me, and that makes it have no inherent fun value to me.
What you're talking about implies a persistent-world game such as WoW. Instanced, even-teams PvP like GW won't achieve a "RPG feeling" like that I think, and have to draw players with other merits like a competitive atmosphere and finely-tuned balance.

One game to follow is Fury (http://www.unleashthefury.com/), though I'd imagine it's even less rpg-ish than GW.