For what it's worth, I agree that there needs to be more goal-oriented content. At the moment I don't know what I'm supposed to work towards in the game. I would probably play a lot more if I had that something. I know I can do quests in order to get more quests, but it would be nice to have some kind of major quests with rewards on par with FFXI's chocobo licence, airship pass, Ishgard access, etc. as you go up the ranks.

Admittedly I havne't got far up the ranks myself so am not 100% sure on what there is on offer, but from the details I've read online, it's not much. There are no people saying to me "omg, you need to get to rank __ so you/we can ________!"