Raids and stuff like that will probably have to do with all 3 companies so it won't matter which one you're in... I hope.
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pretty sure the top reason to pick witch one is ...what rewards come from them. doesn't anyone else see this company stuff sounding just like campaign ops and signet? each city will have different rewards to pick from most likely so u can only chose one at some point.
I truly hope that any company content that is for groups can be done with people in different companies. I would like to do any such content with my LS, but I also really want to join the Gridania company. And if we all have to join the same company to play together . . . well . . . I think my LS is more likely to decide to relocate to WoW than they are to join the Gridania company. :p
And I suspect that if LS's have to collectively decide on which company to join together, there will be very few joining Gridania's company and many people that would have joined it otherwise won't. While most people can deal with Ul'dah, and I don't know anyone that can't stand Limsa Lominsa, some people just hate the Black Shroud (and tend to be rather vocal about it). ;_;
They did imply that your company will be permanent after the recruit rank so it wouldn't make sense if every member of a linkshell had to choose the same one. If that was the case wouldn't linkshells start only inviting people that were members of their company? I would hope they wouldn't want linkshells to operate that way.