Another major part I feel like Dawntrail lacks that doesn't really get much attention is the background npcs of each zone. Most are simply unnamed but the zones lack really memorable characters to both flesh out the world. In shaaolani, we talk to someone who knows Erenville, but we spend so much little time there and said character basically does nothing but act as a springboard for exposition.
The only good npc is probably Erenville's mother Cachuia. She doesn't seem to be the best mother, and comes across as kind of insensitive to Erenville at times, which seems to have caused a very obvious strain on their relationship to each other. Even so, it's clear that they both do care deeply for one another and as a result, they feel a lot more real and alive than the rest of the cast. It's the only case where an non antagonistic force has some kind of conflict with a member of our group, thought the conflict is much more on the emotional side, which I feel like Dawntrail would have benefitted from more of, instead of Sphene's Kill everyone for aether plot.
Erenville briefly mentioning how he found the city of Gold, and then just walking away is probably one of the most memorable parts of the expansion to me.
Perhaps the only other memorable npc in the expansion is Wuk Evu. Alas he's nothing more than a stock gag character who. I only remember him because I found the joke unfunny and he shares the wuk part of Wuk Lamat's name, so it stands out. I think a character like this would be completely fine in the hildibrand quests and arguably would have a place there, but I hope no similar stock characters appear in the msq forward.
It's also really eaasy to remember Gurfurlur, but he's also a dungeon boss so he's kina cheating. In a good way though.
In comparison Shadowbringers had stellar side npcs like Runar, the Chais, Tesleen, Lyna, Beq Lugg, Feo Ul, Seto, the shade of Hythlodaeus, whose existence in the msq helped not only to flesh out the world of the first but also to propel and further develop the scions as characters, and is undoubtedly a big reason as why ShB s greatly beloved. (Obviously Ryne is a major npc and not a side npc so I'm not counting her here)
Endwalker also had some stellar npcs like Erenville (who promotion was unfortunately flubbed), Matsya, Nidhana, (Not sure where to count Vrtra concerning his involvement in the patch story), Dokkol Kankol, Jullus, the Elpis trio (Hythlodaeus is really just such a delight to be around) and Growingway (The only good loporrit). Even characters who people don't tend to like like Hermes and Meteion are extemely memorable due to their actions in the msq. Even the unnamed npcs in Garlemald who make a run for it leads to a very poignant Alphinaud and Alisaie scene.
Even Stormblood had some great npcs. We have Mango, Conrad, Sadu, Cirina, Magnai, Gyodo.
(This isn't really counting the arcadion npcs, as being fights their inherently more memorable, and so far the raid seems to have more engaging writing than the msq lmao)
My biggest hope 7.0 -7.3 patch story is that the npcs in Solution Nine and Tural get fleshed out. As a group, Oblivion seems prime to have some development with the promised tension brewing towards's Gulool Ja as Solution Nine's new king. I also hope some of them apeear in duty support, cause the fact that they don't for the Everkeep and 2nd trial was a big missed opportunity.