I understand this school of thought. You are not alone Tuuroh. There are many which feel the same way. (See the huge thread on the official AD forums.)
Personally, I feel there is ample motivation. First, the immediate satisfaction is the scrolls and minor magic items. Second, the faction gains. Third, the chance to do something for the server and be part of something larger than yourself. Lastly, once open the new content is available.
The minor magic items, even sold to vendors, can be profitable. It is rumored the when Hero classes become implimented, you will have to exhaulted to all major city factions. The server needs more people thinking in less selfish terms. Blizz gave no outward acknowledgement of contribution, and that was oversight I believe. But, you and your friends know. I personally am proud to have contributed. Understandably this is my own subjective way of thinking. I had written all my contributions down, yet lost them to with the help of my daughters. So, I cant brag my exact numbers. Yet, I know and will feel proud when it is finally accomplished. Lastly, we will get to the new content. It will take time for certain. It will require gearing up in lesser dungeons certainly. Everything in the game takes time, this is just anouther hurdle.