The wonderful thing about this game is that each person lives in their own version of cyber-reality.  Nothing can really force an individual to behave in any one certain way.  Actions and words are not modified by face to face personal contact.

To each individual, World of Warcraft becomes what ever they want it to be: some idle down time after work and before dinner, a pseudo-gathering of friends akin to a partyline telephone conversation, or that diehard quest for the uber gear and online domination.

Now look at  the purpose of a Guild: 
Usually a Guild serves to help individuals group together and accomplish tasks which could not be done alone.  While additionaly serving as some sort of enjoyable social activity.   If not for these things, a Guild becomes just another channel/color to watch scroll up your text box.


Guild Leader, Officers, Council...these people are the role models for what the Guild represents.  New people joining will be looking to the leaders to define the Guilds purpose.  I would hope that purpose is one of enjoyable accomplishment and not just a capitalist microcosm.