The fellows over at GuildWars2Live just posted this interview with Annie VanderMeer Mitsoda, Theo Nguyen, Leif Chappelle and lead game designer, Eric Flannum, on the subject of personal stories.
GuildWars2Live: Each race has to deal with its factions, clans, colleges, or courts. How often will we see the personal storyline intertwine with these groups and what freedom does the player have between them?
Leif: A lot of your interaction with the various factions depends on what type of faction they are, as well as your own personal choices made during the course of the story. An asura, for example, can belong to one of their three colleges. This determines how they begin their story; who they represent, work for, root for. They'll also encounter members of these colleges out in the world doing their thing and reinforcing what types of innovations they're responsible for.