Pvp purpose/quests

Honest question and a cool suggestion... I think

First,
PvP, why? What is the point in terms of story or achievement? Others have said “end game”, but is “ being the best at pwning everyone else” a valid end game? Is it just for fun, but even then when loss of xp and skill if you lose is one side and win with no upside is it fun?
I admit, in Darkfall Unholywars I loved sneaking up on people fishing for treasure maps and ganking them and stealing their ****, but is there the same opportunity in this game?

Quests: are there questing opportunities? Would be cool if you could get a title or achievement in joining an assassin guild and bounties could be put on the head of others. Players could pay for this. Perhaps the bounty placer gets some sort of reward too? Percentage of the bad guys in game gold???Bring the skull you get the pay. Wasn’t something like this offered in UO?

I wrote this because, other than my Darkfall “taking advantage of afk harvesters” I’ve never gotten into PvP.

Sell me.