It often is the players.
I saw a post on Twitter for the NA FF account that was announcing the Blunderville revival. There was someone in it complaining that we were getting that instead of new content. At the time of the post, Pilgrim's Traverse had been out less than a week. When I asked them about that, they made some comment about that being something you ran once and never again.
The content itself is designed for longevity. There are exclusive rewards that people want. There are 3 mounts to get. There are 2 framer's kits. There are fashion accessories, music, minions, glam, and not to mention what you can get from the sacks. They have a weekly challenge log to encourage us to replay it. You can level your classes there to encourage us to do it. They added a more hardcore fight with variable challenge that you can control to give players something a bit new and different to try out. Whether PT resonated with a specific person or not, the argument can't be made that the devs didn't try to make this content that would be enjoyable and worthwhile. And still this person wasn't satisfied. Because there are some like that who will never be satisfied, no matter what SE does.
I did ask this person what they wanted. What would they consider content that wasn't just one and done. They never answered me.



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