If done right open world content can be really good, and personally I enjoy running around doing stuff in a world instead of just sitting in a portal hub waiting on finding other people who want to run around in a closed of area. There are also games where open world is challenging, take a look at BAMs in Tera. FFXIV have a harder time to create a challenging open world due to its attack system where it would either be too easy or require a group which then leads to what hunts became. I believe that in the future FFXIV will have more fun stuff to do in the open world as for that we can just wait and hope.