IDK about Ultimate. Many of my friends just "raid log" nowadays. For those who don't know what that is, it's when you only login to do your raids for the week. The game just has nothing else to offer them when they're done with MSQ.
There are many things I find lacking about this game's endgame. In North America, you're required (we can argue of course) to play on a schedule with a static to do the harder content, Party Finder is bad and party leaders don't have much control over their parties, for instance, there's no way for me to ensure that players have seen up to a certain phase, or that they're able to put out a certain amount of dps for a given fight. I can't say I enjoy Party Finder, I don't know whether it got worst or if my patience is growing thinner this expansion. I also don't find the rewards from ultimate to be incredibly interesting either especially given the prevalence of RMT groups selling the content. "Legend" players are a dime a dozen on my server, and I've seen more people getting harassed over using the title than people being wooed over it.
As for other content:
- Gathering and Crafting has a bot problem on Gilgamesh, many marketboard listings are dominated by players who bot and the updates to Shadowbringers just made crafting even more reliant on macros than before. I'm looking forward as to how that factors into the restoration of Ishgard.
- Extreme trials only last so long
- The post MSQ dungeon experience is very lacking. The fastest roulette by far to gear up is Expert, and there all you do is play the same 3 dungeons over and over for 6 months. When 5.1 rolls around, you will have an extra dungeon and will still be playing the other two dungeons that you've played for months prior to that.
- Eureka and diadem-type content feels like busywork with rewards that aren't exactly riveting. If I wanted to do busywork, I'd go play Oldschool Runescape. The relic was behind other weapons for ages in Stormblood.
- Housing doesn't get that many updates with each patch. It gets a few items here and there, yet you're expected to keep paying for a sub to keep a house. To add insult to injury, one player on my server owns an entire ward, and wrote a dissertation about it on his personal blog, bragging about how he's doing a good service for our server. Many players are completely locked out of housing outside of owning an apartment.
- Maps feel like an interesting concept, but a majority of the time, you're awarded with trash.
- I genuinely don't understand how people enjoy PvP in this game. It feels like a very lacking game mode.