You missed the OR part. I said you either balance the time investment (so it would make sense to move Aetherial Chemical Research Facility to the MSQ Roulette where its length is closer to the other options) OR you give them bigger bonuses for doing Aetherial Chemical Research Facility.
You do realize that they've already done this, right? They increased the EXP reward from Steps of Faith from the trial roulette sometime after they nerfed it. For my friends that use trial for leveling purposes, they're actually incredibly happy to get SoF now because you get a colossal amount of EXP. They went from auto leaving it to actually trying to queue into it. Amazing what appropriate rewards will do. That's opposed to...
...this type of mentality. Where has all that punishment led us? To this day. Where nothing has changed. People still leave duties and more punishment will not stop them. On the flip side you could provide a list ten times as long of all the positive things SE has done to incentivize people to do content and how much more overwhelmingly effective it has been. You're like that parent who keeps beating their child after they're already unconscious thinking child abuse is effective positive psychological reinforcement. There should be a middle ground and the reality is a lot of duties in these roulettes do not have appropriately scaled rewards. That is the reason people leave.
But, I suppose you could continue being blind to the actual problem as well as the actual solution...
...which you prove here. This argument pertains to time returns. Unlike what you've said, DD was one of the most spammed dungeons in 2.X because it was fast, easy, really good EXP. AV was despised because while it gave good EXP it was not time efficient due to how prone AV runs were to end up as wipe fests. AV's EXP reward is not great when the run takes you 40 minutes. Again, it's a no brainer that when the goal is to level quickly, people will gravitate towards content with good time returns.
Just to prove my point, imagine they made it so that a single AV run out of your leveling roulette leveled you straight to 60 in one run and gave you 450 lore and 2000 eso if you queued into it at level 60. People would do it regardless of how torturous the run was. They'd be typing in their /fc chat how hyped they are that they got AV. You'd flip the scale to the opposite side of the spectrum where people leave leveling roulette to try and queue into AV.
And, one final point. When you boost the rewards for certain dungeons / trials so that they're better scaled within the roulette, everyone benefits. The people that weren't going to leave will have better rewards, too. Everyone wins. When you penalize leavers, you will inevitably catch some genuine people in the cross fire as they have already done. One solution is a catch-all plan. The other is a catch 22 plan.

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