Why does SE keep doing this?

[Gemma]

Additionally, there's the individual rooms you can have.

It's not Individual Rooms, its FC Rooms which is suppose to be tied to Free Companies. You want Personal Housing, which will be coming soon so there's that problem solved.
And I agree it sucks that Hunts are the way they are atm but apparently they are tweaking the daily hunts so I suggest wait & see what they do with that. I usually don't agree with the forum community on things but I do agree that the only reason Hunts are so popular right now is there really isn't much for ppl to do endgame wise atm. If you've done Coil 1 & 2 and at least tried all the EX primals once, there isn't much left to do other then do Hunts to ready your gear for the next update.
It'll die down soon, hell it kinda already has (at least on my server not nearly as bad as it was).