They could "improve" the system at the cost of consuming more memory, which is an issue on PS3 systems with highly limited resources. You have to understand that there are some incredible trade-offs that have to be made in order to land a game as complex as FF14 on a platform like the PS3.
What you're proposing is implementing a full-text search on the list of phrases. Full-text searches are horribly inefficient without taking measures that would consume more memory than they'd be able to spare on it. That's also why they implement a StartsWith search instead of a Contains search. It's way more efficient, especially since they can map whole sections of the list by alphabet. If they know in advance the starting index of all "D" phrases and all "E" phrases, they can now limit the search through the table to just those entries. You just can't get that kind of search optimization with a full-text search.


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