i think of potential costumers and new players as those looking for specific things that are generally offered in most MMOs.

the action bar system is almost nothing like any other MMO. think of it as a modern version of Diablo II's "action bar".
mages are not used for direct damage dealing, theyre for enfeebling bosses and buffing/curing the group.
there will not be a que system for dungeons.
the over all pace of battles is slower than most MMOs.
you get an experience reduction if you kill more than one monster at a time which is the opposite of other MMOs.
repairing to 100% is only done by crafters not by the NPC guy.
questing is not designed for solo players to gain levels which is the opposite of other MMOs.
so far the new dungeons are also not intended for groups to gain levels which is the opposite of other MMOs.

it seems in order to save the game they are taking a direct FFXI old approach of pick up group field grinding to appeal to already dedicated SE subscribers.