1. Mid-difficulty content. Something between story dungeons and EX. Normal raids are pretty good but we only get four of them every eight months, and their rewards aren’t enough to get by on from only doing that content.
2. Mutually supporting types of content. Occult Crescent should be the best way to get relics, which you then take and use outside OC; stuff from outside OC should help you do OC better. Equipment and currency rewards should be structured to encourage you to do a little of everything, with synergy between all the different types of content.
3. Writers with the courage to write something tragic and make the story deal with the consequences. After we killed Sphene in 7.0 (which we had to do!), we should have had to deal with some negative consequences from it in 7.x as well as mourning someone who could have been our friend if not for her duty. Instead we got a replacement goldfish in 7.2, and all the sadness taken out of Living Memory in 7.3 too.

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