D3's endgame?

Hey everyone, I'm definitely not new to the Diablo series, but nor have I really ever taken it that seriously (defeated Bhaal on normal and moved on). As I believe one of the criticisms of D2 was that the endgame consisted of farming items (for ends that I do not understand) as the PvP was lackluster (correct me if I'm wrong!) With that being said, do you foresee D3 being any different in this regard?