While a lot of posts in this thread are pretty blah, those that stick closely to the spirit of the OP without deviating into silliness are pretty good. I definitely think the races/cities/Grand Companies could all be a bit more distinctive, both through random NPC conversation, main storyline quests (which themselves need vast improvement... remember how epic a lot of those quests were in XI? I mean, thank god you can solo them in XIV, right? because that's why I joined up, to play solo... oh wait...), etc. I'm not sure if we need Conquest exactly, but some level of playful competition would be great.
Think about it, dev team. For serious.