For me it's PVP, glamour, housing, crafting, and of course breeding the perfect chocobo. I also enjoy leveling alts for RP and to experience the lore and pick up on details I missed on my first play-through. (Wish devs can make friending our alts possible again!)

One of the things I really appreciate, is how devs are making new content, but still trying to make older content relevant (i.e. Wondrous Tails) for new players. Though this is not particularly end-game, I believe adding a daily raid roulette for Coils/Alex, would be really fun!