From my point of view there is no issue on character customization, glams, or whatever "casual content".

The game is more suffering of a patch routine, since years now patch are the same, the patch is coming but without any surprise, we have the 8 man endgame content, later patch new primal, later patch patch new 24 raid... etc...

I would like to be more surprised but at the moment it looks like they are just satisfied, too satisfied.

One big point for me who makes me play as a casual instead of my semi hardcore way of playing is the endgame content.
There is a big lake of stuff optimisation possibility, and I really like to loot my stuff on trash mob (maybe because my first mmo was WoW) but there is some things to take from other MMO.

The boss fight in 8 end game content are amazing, but where's the immersion ? Nowhere... 1 trash or no trash, one boss, let's try hard... meh....
I would like to see a 8 ppl end game content with an epic entrance, trash mob to loot high content ressource, stuff you can sell from them (for sure not good as the one you can loot on the boss), you know, just something epic, something you feel like a team of hero going for an adventure.

The atmosphere they can put is this game is crazy, but for the endgame I can't feel it.

Just my point of view