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There's still no particular reason to stick around in a  structure and defend it, but adding powerful buffs and transformations as incentive to hold areas makes defense a higher priority: You want to have these buffs. You definitely do not want the enemy teams to have them. The EotM equivalent of keep lords can still be almost instantly stomped into the dirt by a massive group, but their mechanics do make things interesting for smaller roaming squads, and I've seen the champions decisively turn the tide of battle when a clash between two groups takes place on top of them. Area champions such as the desert wurm in Badlands provide roughly the same rewards as taking a tower or supply depot, which makes them a resource instead of something to shrug at.

And since EotM is smaller and more compact than the wide open EB and Borderlands maps, it's both harder to avoid enemy players and easier to catch up to them. I have gone entire play sessions in classic WvW without fighting anything but NPCs; that isn't so easy in EotM. Best of all is the design of the map itself, which is not only beautiful to look at but easier to take strategic advantage of, sometimes in hilarious fashion. A clash of zergs in an open area will usually come down to numbers, buff stacking, and to a somewhat lesser extent organization, and EB and Borderlands are mostly made up of open areas.

EotM's multiple layers, tricky terrain, and occasional environmental traps can tip the chances of victory, and playing there marks the first time I've ever been part of a small squad which routed an entire massive zerg simply because we had the high ground, a chokepoint, and decent organization. Is that possible to do in EB and Borderlands? Sure. Are you more likely to encounter situations like that in EotM? Yes, just because it has more areas where terrain can be turned to an advantage. This results in more opportunities to do what my wife calls "going to the badge store, " and it's always a nice feeling to watch your enemies scatter before you as the spoils of victory pile up at your feet. In short, EotM doesn't fix every issue with WvW gameplay, but it's a great start, and I'm really looking forward to  seeing new ideas tested there.