Some of the things we do in this game are just a chore. It is fun to reap the rewards at the end but often the journey is tediously boring. That's why you hear so many in the community complaining how others want things handed to them without "working" for it. People don't want to make the journey because it feels like work. That speaks volumes about how unfun it can be. Not to say that there aren't some fun things but mostly it's about making behaviors addictive so we keep coming back for more. Check this out:

https://www.youtube.com/watch?v=AHfiKav9fcQ

FFXIV fulfills all the criteria to create addictive behavior.