Live and let live, it's as simple as that.
Different people, different tastes. Why should you care if other people like to socialize? Keep playing a fighting-oriented server, let people who like to chat or hang out in town do what they want, on the server they like, win for everyone.
Social guilds exist, they keep existing and growing, the social type of people that join those guilds like them, so clearly the fact that you don't see a use for them or find it a "lost cause" is irrelevant. How they spend their time online is their business.