To do something while waiting for DPS queue times lol.
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Ads, even with nothing to do with the item they're selling, at least lead people to look at it. You also talk as though XIV is SE's only MMO when in fact they have a number of them, including XI and DQX as examples. Besides all this, you're ignoring the other major factors on why improving how much the server can handle will not work and will just lead us right back here again, and that is how many will flood in once it opens again, easily filling up however great the servers were improved, wrecking the data centre's stability and leading us to the much dreaded force server split.. And that keeping the server locked helps the other servers become healthier in the number of players. Balmung is not the game, every server is the game.