There has to be vertical progression for the endgame crowd. You're trying to play as a hardcore when you're a casual. (Yes I know that grinding isn't hard but the time investment) I think they are putting in some side content with chocobo breeding etc, but the only one responsible for feeling you need to grind is you. However I have seen playerbases drastically shrink and fall apart when there is no grind to work for and no vertical progression.