It's all lazy work but it seems to please (supposedly) many players.
Every MMO I've played brings new types of content when an expansion comes out, not just rehashed content. And FFXI, to talk about the same franchise, is far far ahead from FFXIV regarding quality and creativeness.
Yoshida is a pro at making us think that they work like crazy and it's funny to see all those people who believe everything he says.
One simple example, he said not too long ago that it took them a year to create one job. A year. Take a look at the three new jobs that came with the expansion, then laugh.
Basically, the only new types of "content" in Heavensward are collectibles, flying and company workshops, that's it. The rest of it is 2.0 all over again with different names and areas, there is absolutely nothing new.
Hell even most of the new monsters are directly stolen from other FF (particularly FFXI), and all the new monsters designed for FFXIV look absolutely terrible.

So where is the work ? What are we paying them for ? There is a cash shop, paid retainers, super-expensive collector editions with cheap plastic items in them, they've been taking FFXI subs for many years to create this game and still do.
Why are the content and the creation so lazy ?