The problem is not the lack of difficulty. It is the lack of "fresh" content. FF has provided no new features in HW and has only given players 2 dungeons to grind and 1 normal raid and 1 savage raid that are the same in story and looks. Saying, "have you beat savage yet?" is a terrible way to persuade people to keep playing because all they are getting is the same dungeon, but harder.

"Players get bored when they run out of content (and this can mean hitting a brick wall in addition to just completing everything). Content doesn't mean something they could theoretically do just for the sake of doing something. It means something they are motivated to do. Some players might have fun completing every single quest, but that doesn't mean it counts as content for everyone."

GhostCrawler - World of Warcraft former lead developer.