I'm invested in the story mostly. During the droughts between patches I either play other games or participate in my other hobbies. I've exhausted all the current available side content aside from ARR Tribes (and the Vanu Vanu, but they're almost maxed) + Savage content (which isn't really my thing) and once I start feeling the burnout, I just don't play for awhile or only do my weeklies on reset day.
It's like a minor part of a routine until the next big update drops. When it starts getting boring, I just give it a rest. if you're not having fun, perhaps just give it a break for awhile?