It's possible for two things to be true simultaneously.

1) Society quests are fine as is.
2) The game needs more in-depth questing content that makes use of the open world.

I typically have 10-15 minutes between being ready for work in the morning and actually needing to leave for work. I cannot do a roulette in this time because most of them take longer than that nowadays, and if I'm leveling a DPS, I will still be in queue when I need to leave for work. I use this time to do society quests to get a quick boost of XP on DPS jobs and crafters, and I save roulettes for after work when I have more spare time.

People saying these quests are "too simple" or whatever have a very valid point, and I hope SE takes their feedback into consideration when designing future open-world content.