Competitiveness of arena

That is why there should be a reshuffle and reset of the pvp shards. Yes, this has been discussed before and is never done. One could argue that by coordinating attacks to keep another gamer from breaking into the top ten could be interfering with the fairness of the game. Now I wouldn't have thought about the fairness of PvP being interfered with but when I see that it's actually mentioned on the forums to use another chat service other than the game chat to do so. Then the only conclusion is that the fairness of PvP arena has been interfered with. The rewards for being in the top 10 or number 1 are great but if the fairness of the PvP arena is in question then. What is one to do?
May the force be with those who are trying break into the top 10 or number 1 spot. ;)