One thing I notice frequently is the devs overestimating how sociable people generally are. They never seemed to consider people wouldn't just hang around house zones and chat. They'd either just stay closed off with their friends/FC or stick to the major cities. At this point, they really need to find an actual solution not just band-aids.
I do wonder if this could be a culture difference. Japanese gamers actually like exclusivity, whereas Western gamers utterly abhor it.