They'll never create enough content as fast as people can consume it, but what they can do is tend to the mmo part of the game, by creating content that is repeatable and that offers unique interesting rewards and challenges. IMO the game lacks the group content you'd normally find in an mmo (M+ as an example) with an incentive to do it. IMO 14 really shows the limited avenues for character power progression and gearing, plus all progression is reset each time new crafted gear comes out and so the result is a lack of incentive to do any content (unless its levelling other jobs to 90 by doing the same old content over and over, and once you have everything to 90, you have even less content). Also, if they added some traditional mmo loops, content might not arrive and expire as fast as it does now.