Well, these were mainly raids on home citys, not planed PvP. The people in the raid definatly had a strategy. But the people they were raiding were just doing your normal around the town stuff, not expecting 30+ alliance to be storming into your city. To them they probobly just started swinging at the first person they could.
Battlegrounds is also going to be implimented in the next big patch. The whole point of it is PvP and there will be a reward system and honor system ect with it. It is described by blizzard to be a game of warcraft...as in hiring mercenaries to fight along side you, upgrading your units via blacksmith buildings and so on. Each side will have a city and a main boss, killing the main boss is the ultimate objective here. And you will also control territory the more you advance into their region.
http://www.worldofwarcraft.com/pvp/battlegrounds.html
Just another thing to look forward to, as Hero classes are comeing and new race/classes to be added over time.