My unpopular opinions are as follows... I'm plucking more or less my top five, because I have a lot. Keep in mind all of these are my opinions about how to make FFXIV better, not how to make it more popular / how best to pad SE's bottom line.
(1) Streamlining combat and jobs is boring. So is allowing people to access all abilities without leveling other classes / jobs. Give me more abilities, not less, and give me something at least vaguely strategic, a la the subjob system from FFXIV. Stop building the f***ing game around the massive limitations inherent in a gamepad.
(2) Elemental resistances shouldn't have been removed; they should have been worked into every corner of the game. Not only does combat suffer, but immersion does, too - casting a fire-based spell to damage, for instance, a Fire Sprite, just shreds immersion.
(3) The overworld should be a hell of a lot more dangerous. Bring back multiple types of aggro, monsters that don't abandon chase after a few feet, and enemies that are an actual threat at worst, and a significant time sink at best.
(4) Glamours are the bane of FFXIV's existence. Not their mere presence; there's nothing wrong with letting people dress up in different outfits (albeit I wish there were more restrictions than there are now; tanks in bikinis really kill off immersion). But the fact is, a huge amount of content and a huge amount of FFXIV's economy revolves around the latest dress or pair of pants or what have you. That's absurd, and it's given SE a perpetual get-out-of-jail-free card in regards to poorly-designed content. Build something lazy like Aquapolis or Lost Canals of Uznair? Throw some Glamour crafting materials into it that you can't get anywhere else! People will spam it, RNG-mania be damned! Oooh, and even better, let's charge players extra money - large amounts of it no less - just to get shiny mounts or expansion-themed outfits! Who needs deep content motivating people to keep playing?
Finally... this is probably the most unpopular if I had to guess...
(5) The Duty Finder is a huge mistake. It destroys server cohesion, and gives all range of unpleasant players the ability to avoid any sort of consequence for their behaviour. In principle, it's not a bad idea, but there should have been much sharper restrictions on it, queue times be damned. Don't allow cross-server pairings (so as to encourage socializing), and don't allow people to be paired with those who have blacklisted them. I love the convenience as much as the next person, but I'm quite convinced that abandoning it / scaling it back would be a worthwhile trade.
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