No, it doesn't. What you look for in content is something that looks nice, plays well, and is polished.
Just look at any RTS game. The content is the actual RTS aspect of it. If you just released a game like SC2 with nothing more than the basic game-modes, it'd be a fine game. It's a pretty game, the combat system functions well (aside from complaints stemming from complicated issues like MBS, unit collision and pathing, etc.), and it's pretty bug free. But, it's systems like ladder that utilize the content and changes our approach to it. Suddenly, because winning or losing has a real impact on our ranking, some people will start to care a lot more.
FFXIV's content is fine. It's a sufficient sand-box. We're just not given much of a directive. Take the DF system for example. 90 minutes to clear some crappy dungeon for some loot and monetary rewards (gil, tomestones). That system is incredibly bland when it could be so much more. You say the content is hand-holding and allows for bad play. No, the content doesn't do that. Take that same content, and change the DF system to only give you 10 minutes to complete Sohr Khai. The content didn't change. But, using the system, you've changed our experience with said content completely.
You could easily put in more dungeon objectives. And, best of all, you can release more of them over time to keep people interested in old content. Of course, the content itself needs to leave room for those objectives but like I said earlier, the content is generally a sufficient sand-box. You can have basic objectives like "clear with no deaths," "clear in under 15-minutes," "kill all enemies." Then you could have content specific objectives like "defeat Moglin without allowing any moogles to be revived," "defeat the horse boss with all borders broken," "defeat Hraesvelgr with 7 platforms remaining." The system can easily dictate how we interact with the content.
But, as with what you constantly do, this is getting caught up in the unimportant. The important thing is actually making people care about and want those objectives to begin with. You could lock the rare minion drop, the TT card drop, and the orchestrion roll behind the completion of a certain number of objectives. You could give scaling monetary rewards based on objective completion (more objectives more gil and tomestones). You could give achievements and titles. But, I think there will still be people who just don't care.

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