For me the fight is exciting - but only a means to achieve my objective of "furthering my countries cause" (aka winning the war).
And I would venture out and say its that way for a majority of the players - otherwise you would see the matchmaking arena populated with all you "I just care about a good fight, really!!" players. Everytime the subject comes up, we get a lot of people that just care about the fight, yet the one arena that is "just about the fight" is always empty. Hmmm.
Individual goals are differing in many ways, and with every gameplay decision HiTech alienates the one side of the spectrum but makes the other side happy.
If you look at other MMOGs out there, there is always a large section for PVE - and PVP is actually loathed by a large percentage of players. A lot of people arenīt the aggressive fighter-pilot Maverick type, they want to help the cause, take part, be good at what they do, have success. They are happy to fly the goon, bomb a strat, bring supplies, shoot down attackers in a Wirble to help defend their base.
I think ccvi is right in that making the "single-player-experience" (aka PVE) worthwhile is the right way to RETAIN players in their first minutes and hours in AH and gently introduce them to the vicious and frustrating PVP part later on.
Sorry, sharks, I know you need fodder. But eat the hatchlings before they reproduce, and you will eventually starve.
Litjan