Two of the issues they have are:

1. They really don't know their own users. This was clearly shown in the 7.3 PLL where they addressed Forked Tower, how their idea was that 24 experienced players would guide 24 new players through it. When reality is, your players just don't act like that. At this point they should already know this.

2. They need to look at a piece of content and ask "is this fun?". Best example is Island Sanctuary. Who in their right mind look at a sweat shop manager game and said "this is good and fun"?.