Nah. I think aesthetic stuff is more than enough of a way to entice people. I think they should look at stuff less like stuff for Wolf Marks, and more towards other visual forms of prestige, like Feast mounts.
Hard disagree. FFXIV's PvP system has some problems at its core, though FL in of itself is a fine concept. 3 team dynamic is interesting, and solves a lot of design problems. For example, the comeback mechanics in FL are minimal, because psychologically it is not required, as the team in first place is more likely to be targeted, so it doesn't need something stupidly powerful like Brute Justice as an equalizer.
I am sorry but if you feel like your individual contributions are not enough, and it's too hard to track things, and you feel there is no teamwork, that is an individual performance issue. Statistically speaking, players should have about a 33%/33%/33% 1st/2nd/3rd rate for FL. However, myself and others are climbing towards 40% 1st rates, and I've been well below 30% 3rd place rates for a while. I don't say this to boast, but rather to say you actually have remarkable agency for your outcome in a game mode with 71 other people to think of. Take this from someone with about a thousand games in the mode: collaboration is huge, and I wouldn't get my winrates just by playing well. Sometimes people don't listen, sometimes your team has a lot of people who suck, though a good tactician makes the most of what they have available.
FL is a mode with 72 randomly matched players taking on semi-randomly placed objectives to create a fun and sometimes chaotic experience enough of us enjoy. I think it should be left as is, and if people want different experiences, they should create them. For example, bringing back 8v8 Feast, and rebranding it as a new mode. To support these things, the PvP daily challenge should either be expanded or it should dynamically choose a game mode based on participation numbers.