1) Story: This is something Square has been doing very well for years, so not surprisingly that I really do like to story.

2) No alt necessary: Having the ability to jump from one class to the next without having to create a new character.

3) Music: The score for this game hits all the right notes for me. From the relaxing score everywhere in Gridania, to the JRock inspired themes of some boss fights square gets it right.

4) Crafting: It's fun and much more involved than in other MMO's I've played, in recent memory that is. Additionally players can make any of the crafting classes their "main" class it's something that I haven't experienced since my SWG (Star Wars Galaxies) days.

5) Community: Final Fantasy just has a great gaming community to back it up, and this goes all the way back to FFXI.