For me, I dislike the favoritism they show to certain demographics, such as PvPers- namely the fact that they get permanently exclusive items while other groups either have nothing, or have exclusives they once could claim slapped on the Mog Station; into an Amazon promotion; or slapped into a promotion, followed later on by Mog.

Either have no exclusives at all, or give each gameplay access to its own series that people aren't forced into content they dislike to get something special and/or spend real money on it.

Don't devote special resources strictly to one group.