EVE Evolved: Getting people to actually fight

EVE Online has always been strongly focused on PvP, from the obvious activity of smashing ships together to the more subtle cutthroat nature of competitive market trading and corporate politics. EVE is testament to the fact that if you put enough people in one place and ask them to share and play nice, pretty soon they'll be tearing each other's eyes out. Though the lack of direct flight controls and steep death penalty turn a lot of people off trying EVE, I have to admit that I've yet to find a better PvP experience in any MMO -- when I can actually get a good fight, that is.