the game is 4 months old. Think about the components that XI had when it was first released....

You could get to Rank 5
You could do BCNMs
You could Kill Behemoth and a few other "HNM"
Level Cap was I don't remember ? 50? 65?

That was it for End Game, until Rise of Zilart came about. Then you had Dynamis, Sky and a couple more HNMs.

Give this game time to bloom. It is still a baby and it will continue to grow. Right now it is catering to casual gamers and keeping them happy. As the subs fall off and the avg character level rises they will add in more End Game, time consuming, content.