I think the question is what exactly do people want.

People want rewards this, rewards that.

People want rewards, but some don't want to work hard enough for the rewards compared to others who put the time and effort in.

People want to do content and/or help others catch up with content, but there are times the rewards are not worth it. At the end of the day, they might not do it.

Different people have different aspect of how they experience fun.

For me, I want to keep playing the game as it is because the gameplay sates my lust for combat. FFXIV also changed my life in which helped me become more sociable with others (I am an anti-social person IRL.) I also help others from time to time because I feel motivated. Finally, the gil, mounts, experience, equipment, other in-game objects, and times I shared with people are ones I won't take for granted. I'll make use of whatever I aim for and earn when I get it.