If the PvP meta of everyone having the same build is the issue, why not make it part of the solution?
Fight Club. Make it a sport.
Commanders take the same ships, the same loadouts and compete to see who is the better pilot. Can be done in wings as well. Say two FDL's and two FAS on each team. Loadouts the same for each ship type and go at it. Take the meta and use it to your advantage. May the best pilot(s) win.
You can even do open classes where the pilot chooses the ship but you have agreed to the loadout for each type of ship so all the FDL's are the same, Condas the same, etc. Make it about the pilots. You and your buddy think you have what it takes? Challenge a wing of 4 with your 2.
Organize it like Elite Racers and Buckyballers. Stream it. Record it. Take the concept of Arena/CqC and show FD what can be done. Have classes that you can compete in. Small ships, Large, Shield Tanks, Hull Tanks. Silents. Teach people how to get involved without losing all they have. Show the people who don't PvP what can be done with it and get them involved as spectators and participants. Teach pilots that PvP in open is not the Monster in the closet that people fear. When non PvP people see what it can be, they might be more likely to get involved. And offer to teach people. Show them the fun.
I am not saying that this is the only way that PvP should be done, but it can be part of a solution that helps people see that it is more than "Ganking" "PK's" and "Clubbing Newbs" that so many people hear about and see and want to avoid.
There will always be the possibility in open that you're going to get pulled out and have your ship and credits removed, that is part of open. But I think more people would get involved if they saw it differently.
And yes, I am mostly a PvE guy that would love to learn to be a better pilot without worrying about loosing all I have.