Put some heavy focus on improving character looks customization! From weapon/armor skins, through much better dyeing system up to character faces details!

Simple right? Why is it so important? Because GW2. Their end game is customizing your character in every aspect cosmetics included and making it truly your avatar.

You would have a monster of an argument to get cosmetics oriented players over - no cash shop nickling & diming every time you want to change hairdo or fix your nose.
You would strike a deathblow to their cash shop model here...had you had something to strike with. Instead customization is crippled compared to what GW2 offers and one of best arugments "why FF XIV" is hiding in the closet under the sign "what sucks about FF XIV".

A-net ain't sleeping - they're tauting that they will deliver real combat end - game content in their xpansion. You better not sleep this one over for your own sake, SE.