Something that it's not - and that never works.
FFXIV tried to be anti-WoW version of WoW when it should have been an improved FFXI. The new Pokemon games are a slight improvement over the old ones (better battle tower, graphics, new things like Doctor trainers that heal you when you win, etc) which made its sense of "newness" have actual value. FFXIV had a sense of newness, but killed itself by failing at everything FFXI did.