This is intended to be a discussion of end game options: things you would like to see, things that you've seen elsewhere and enjoy, etc.
Here are examples:
World of Warcraft: 1) Instances + gear (raiding), 2) PVP: arenas
Diablo 2: 1) effectively instances + more gear (solo, however)
DarkeMUD: 1) running old areas over and over...
Please post thoughts, comments, ideas, examples, etc. of what you think would work for a text-based game. Example: armies + territory claiming. PVP, gear, levels, & friends all roll into this higher-level game goal.