You snooze you loose.
If it's a Free Company and they have the gil, then they can get a house. Those are the rules.
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Sad to say one new ward for each won't help a thing on pheonix server, limsa is total sold out except large since it's launch, and I know of at least six FCs who will be gunning for a limsa house moment it opens.
It's possible there isn't a way to just add a ward to one city. It depends on how it's programmed. The fact they decided to change The Goblet rather than stack more Limsa Wards tells me there's something unfavorable about just adding Wards when there's plenty of plots available in the other cities. Each Ward might take up a default minimum amount of memory/bandwith. 10 FCs want Limsa homes...LImsa full...10 plots exist between Grid and Ul'Dah...why should they waste server resources on more Limsa Wards? If you wanted a home in a certain subdivision but they all got bought up would you demand they expand the subdivision so you can buy a home? No, you buy one in another subdivision.
Greetings,
After adding the new ward we will continue to monitor housing area conditions and add further new wards if necessary.
Has it been mentioned whether or not the new ward will be at the original ridiculous price, or the current lowered price?