How Cataclysm killed WoW is how Heavensward will kill FFXIV.

[Obysuca]

I am trying to understand how 2.0 was fine but 3.0 is ending FFXIV... yeah I don't see what changed that is going to kill it.

The problem is that nothing changed. 2.0 was fine since SE said they'd be building the foundation then they'd give us actual content come the first expansion. It's 3.0 and it's just an exact rehash of 2.0 with different scenery. There's nothing "new". Alex is basically coil, but less. Void ark will be CT. Neverreap/Fractal are WP/AK.

That formula is stale and you can tell more and more people are realizing it by the amount of topics on that popping up daily. A lot of people are bored because SE didn't even bother to try to give us variety or any sort of new content. They just took 2.0, changed the scenery and called it a day. Something doesn't have to change to kill a mmo. Changing nothing can also kill it too.
And because I know someone's going to jump in here all "It's an expansion, not a rebuild of the whole game". We're not asking for a whole new game, just something new thrown into the mix. And no, it hasn't "always been this way", as someone else will say. Countless other mmos have actually added something new (without completely outdating everything else) when they released an expansion.