a) I am not just paying the sub - I paid for all the expansions. Single player games with new content added often are super plentiful and most of them cost significantly less than the price of XI+expansions at full price. I paid full price for almost all of them. That was a lot of money.
b)I have mules because the game is impossible to play without them. Even with new mog wardrobes that doesn't help with all the abyssea stones and seals and other assorted things my mules are carrying for me, so my sub is $19/month currently, not whatever the sub without mules is.
c) I am paying in canadian dollars so it is costing like $7 a week with new wardrobe fee. That's not insubstantial.
d) I have a massive number of unplayed games in my steam account, most bought during bundles etc for under a dollar. I can actually get a tonne of entertainment out of what I already have. FFXI is competing for my attention with other games I own. Are some of these games junk I will never play? Sure, but there are LOTS that are quite good in there. That's not even counting the other games I own that I have already started playing.
e) I bought a game during steam sale for $2 equivalent in American dollars and it is great. I have already put in 30 hours to it and will probably get another 100 hours. That's way more than I would get from a week of XI for way less.
f) the updates to XI right now are not worth mentioning really. For $25-$28 a month I should be getting a lot of new content. I am not getting even 1/10 of a new game's worth of content for that in a month. If I spent that money on new games I am likely to get way more content and enjoyment from that. So that is what I weigh when I decide whether to sub - "will this be more fun than a game I can buy once and have forever for 1/2 the price of a month of XI?"
I really love XI or I wouldn't keep paying for it, but let's not kid ourselves, they are gouging us for what we are getting in terms of updates these days. I will buy the wardrobes because I know it will make my time playing more fun (digging around in sacks for equipment is not fun)... but I will definitely let my sub drop more often because if I don't have time to play much it is not going to be worth it to have the sub up.