From a fresh player point of view:
Most top guilds are invisible to new players.
Members are 60 and almost don't cross guild group, when they have twinks they play together, get PLed (annon) or have enough gear to plainly skip groups (fungies, epics, even VP gear...).
If you /who zones or classes you also dont much see guild names. Raiding? /role, Farming? /annon, PLing? /annon, grouping high kunark dungeons? /role, auctioning in EC? /annon
This is not a rant it is just how EQ works but i understand the feeling of "guild structure lacking" to new players. And if you create a guild and decide to invite leveling people its quite fast. See how Pantheon Rising tag spread around, most of its members I'v talked to do not even know why the guild has this name.
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