The problem is every thing in this game is saturated with one painful retention mechanic, grinding. Almost every single piece of heavensward content and a large portion of 2.XX content require multiple months of grinding.

Red and blue Scripts? Its a grind
Pvp, leveling your chocobo, and hunts? Another grind
TT, chocobo racing, and the MGS? SO much grinding! The new heavensward NPCs for TT came with absolutely horrible drops rates.
Gear, eso, alex N? It's all long time investments for gear where certain pieces can take up to a month in time to obtain.

I could keep going and explain how most of the new content is exceptionally grindy, but most of you already know that. Also, don't get me wrong, I think grinds are absolutely necessary in MMO's, but the level at which FFXIV is using it is troublesome.

Doing PVP, leveling my chocobo, leveling my retainers, grinding out MGP, and many other activities feel like sisyphus styled grinds where the end goals seem several months off with no relief in sight. I think SE needs to sort of spice up the recipe. SE just needs more short term goal oriented content that is not a huge grind to access or complete.