Game needs a real large scale raid in it that is not designed to be facerolled that has something meaningful that drops.

Atm there is almost no reason to even be in a guild besides buffs and the social aspect. Which is simply not enough. For progression purposes there is 0 reason to be in a guild and that is one of the largest problems with the game at endgame. The lack of purpose of guilds is why there is nothing but guild hoppers jumping from guild to guild as their statics change. It is just cancerous to the whole endgame guild community, the design makes it really hard to build a lasting guild. Guild turn over in this game is sky high, even in the "Top" guild on the servers because of this.

I know the argument of well some people have 4-5 man free companys... well it shouldn't matter this is a mmorpg. We have linkshells for social aspects and soon you can buy houses with several people if I remember right. People should be expected to join larger guilds to endgame in a mmo. It is sorta a genre defining element.

Worthwhile large scale raids would add purpose and meaning to a free company besides vanity housing, minor/negligible buffs, and a chat channel.