Currently the main thing is hunts I guess, but not everyone has a reason to do hunts. You have to do a ton of them to get tome upgrade items so I always just do alliance raids instead. The two emotes are okay but take a long time not everyone will want to invest that. The mount speed buffs aren't that useful unless you're already going out into the world a lot.

One thing they 'could' do is make fates more rewarding siimlar to WoW world quests, but they would have to balance it with other things.