The best PvP is consentual PvP.
Granted having some element of danger puts some excitement in the game, however when players who are simply trying to enjoy some of the non-PvP aspects of Eve are perpetually being ganked and forced into PvP encounters (being those who are typically not experienced with PvP and have little interest in getting experienced in it and so will always be at a disadvantage), then it becomes a terribly un-fun experience.
CCP either needs to provide means for non-PvPers to actually fight back and defend their ships, structures, and activities (without having to rely on all-too-often ineffective allies), or simply making it more difficult for the bullies to pick on the little guys.
Ideally you’d want to do the former. Which might entail making structures more defensible without being a PvP expert or fielding giant defense fleets, and the like. The problem is… when the encounters become more risky for the bullies, they don’t want to risk their assets, or lose more assets in the process of bullying. Though it would be great for the economy if they could still expect a win, but it would simply ‘cost’ them more in their own assets to actually win like that.
It’s a difficult balance, between pushing people away from the game because of continual harassment, and making sure things still go boom to keep the economy functioning.
Perhaps they might consider more non-PvP ISK / material sinks. Like upkeep costs (not just in ISK though, but in materials), and other things which require game-play rather than just throwing ISK at it.