Flash-bulb picture, more in your face and more to start with
The moment you enter every action you take assists your side, your realm, in capturing the territory you play in. Beyond that there is the standard kill things to get XP, the wonderful lvl-grind. Hell there is even the skill grinds as well. But the best thing is RvR, no matter what it one-ups all of the previous MMO's. In the RvR battles, you gain EXP, and RvR XP as well. You gain levels and Rank, you are actually encouraged at lower levels to fight against other players in these instances, and it gives a good test-bed early for the kind of class you want to play.
It has the same skill-tree ideas that WoW brought to the forefront, and the customization behind your character classes. THe other biggest thing I can see is that while there is a slight imbalance, EACH race has its own UNIQUE CLASSES. Yes, in oW I've always wanted to play a Paladin on the side of the Horde, which i got. But really? I think Age of Conan and Warhammer both took this a step farther, it isn't just what side you are on that decides what class you are, but your race is important, albeit warcraft did something similar, they didn't go far enough.
Each class is unique, Dark Elves - Combat Healer, High Elves - Standard Cleric/Healer, Empire - Fiery Doom Mages, Chaos - Summoners, etc.
Speaking of XP, Guilds level up/Rank up. Guilds actually get things for being active, players active within the guild get access to the cooler stuff for those guilds. This game gives the Hardcore players what they want, and the casual players they want, without hindering either group.
Now don't get me wrong, there are some minor issues, balancing and just straight bugs, that can get annoying at times. But it is WAY less buggy than Warcraft was when it first came out, in which I had my game crashing out due to a bug that hapepned int he beginning area the first week. Warhammer surprisingly has very little of those(read: NONE), and there is one morething that is important. It is an immersive story that makes you feel like you actually have some affect on the world, even if it is miniscule. I can't wait to see if Guilds can get control of castles and see the siege battles that'll start eventually.
A little bit of everything for everyone. that deserves a 9.0 in my book.