I think they need to add Daily style content that aren't just duty roulettes. Offer some incentive to go do a FATE. Each city has a daily quest that needs done: Like go kill this Boss FATE and you are rewarded with tomes or bonus XP or a certain type of currency to trade in to a vendor somewhere.

This is very similar to the Levequests, but there is no reason to do them except for leveling DoL/DoH.

I am just throwing stuff out there. The only other MMO I play is ESO.