I know the PvE folks don't want this, but in PvP, I think it's reasonable to include a duel feature where same alliance players can challenge other players to 1 on 1 combat.
In addition to the pure fun of just brawling with your friends like Nords, it would serve the useful purpose of conflict resolution. One player could challenge another to a duel. The other player must accept or it will not happen. If dual begins, no other same alliance players can interfere.
Loser gets blasted to a respawn and drops Elder Scroll if they have one. Additionally, if a player challenges his group leader, he/she will become the new group leader if they win.
I was inspired with this idea after witnessing a nasty debate in chat about whether to fortify our current location deep behind enemy lines or run to safer territory with the scroll. AD and DC were both coming for us. Guy with scroll wanted to stay, others did not. If they could have just had a duel, the loser would have been removed from the picture and we could have proceeded with the winner's plan. I didn't care which, but just standing around while these two argued was like something you would see in a movie!
Giraffon - Beta Lizard - For the Pact!