So with three player-formed guilds, and more coming, a few more details about "the call to leadership" have been released.
One of the most interesting things is that in one of the latter steps, you must submit the name for your new guild- and this is done some time before you finish! No more scenarios of a new monarch, with a kingdom, trying to submit a name for it. If a new guild is formed, it is named, in effect, immediately, since that name has been prepared for it for some time.
It also means that the Chancellor knows the names of the next few guilds some time before they're actually formed.
...not that he's telling anyone what they are...