If we're gonna translate "leveling content" to "things to do with EXP" then, yes, those willing to level everything to 90 and max out their merits will have it done with some modest time investment. Those who opt to focus on a couple jobs will simply do it more quickly, while others might be tempted to try other jobs BECAUSE they don't have to endure as much of a grind.
Now, when it comes to EXP, merits are certainly an option, but we need something to do once they've been exhausted. It had been hinted that another type of merit system was in the works, but since we probably won't see that until 99, it's hard to speculate beyond what we know. On the other hand, merit points could become a new currency. Let's say that for 500, you could permanently learn one of the WS the Campaign generals use. 1000 could maybe get you Relic WS while 1500 could bestow Empyrean WS. Grindy? You bet, but it's better than letting the points rot at 20/20 9999/10000. Our moogle friends could also offer other minor things like a testimony or coffer key for a point. Maybe PUPs could buy some of their rarer attachments for 50 or so. New equipment could be found here, too, like things that could further enhance skill ups (or skill up scrolls), ease transit, and so on.
Will someone complain that there are some people out there who could get any of the above while AFKing? Sure. Then again, that's no different than the rest of the game if you have people willing to keep you around.

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