Hanging out with friends/meeting new people, helping new players/helping people do leves/quest/grind in general, Exploring more of Eorzea by yourself or with other people..
The story is more 'immersive' than any other MMORPG :)
I don't see the need for people to rush and get all the gear.. When you have all that gear, you're going to have nothing else to do.. and you'll most likely start complaining about nothing to do, and how boring everything is.
