Let me first say that I REALLY like this game.
That said:
The reason I don't mind subbing for a game is that I expect some value in return. I expect
1. Periodic Content Updates
2. Customer Service
3. Monitoring of Servers for Performance and Maintenance Issues
4. Monitoring of Player Experience and Expulsion of Cheaters/Botters/Spammers
Now this is a new game, and although light on endgame content, I am okay with number 1 so far.
Number 2 is non-existant
Number 3 Got off to a bad start, and is slowly being addressed... very slowly
Number 4 seems non-existant
SE really needs to examine what they are providing to players. 50 percent of the value I would expect is not there at all, and the other half is 50/50.
This really concerns me about the longevity of the game.. especially competing with other F2P games that offer more in the way of value. Currently, the FF franchise offers me personal enjoyment that other games don't have.