You seem to be under the assumption that nobody does content because there's no reward.
Even though you listed a lot of content that all has rewards.

I see people playing LoV, racing chocobos, PVPing, and forming Diadem alliances all the time. Do you even look for this, or do you pass it off as non-content when perusing your party finder?
There are people actually enjoying this content. But people who get fun out of a game aren't as vocal as those that don't.