I'm not talking about lore or NPCs, I can't actually say I care enough about fates to have ever paid attn to the npcs or lore of them. I am talking about the actual fates themselves. It's the same objectives again and again. Kill all mobs, kill until bar fills, boss fates, collect items > turn in > wait, etc etc. It's always just the same thing again and again, even in the field zones. They need to shake things up a bit and give us new objectives.
Making fates change the world in some way would also be good, like beast tribes or rival factions fighting over control of resources. When one has control the area is much more hostile and when they don't certain vendors are available is a good jumping off point for that. But they would need to put enough worthwhile rewards behind it that it doesn't become obsolete after a couple months, like Odin, Behemoth, Ixion, etc. Large scale, world bosses with actual mechanics would be the good way to incorperate relic items into the world instead of just putting them behind standard fates.