Commands/UI= Make it easy to navagate ( it's not handholding at all going through 15 different menus for one thing is not a hard but it is annoying as hell. If you annoy people.. they will leave tell you that much. )

Content= I don't want that to be hand holding, I will agree with you on content wise, I do want a challenge and I hate those pay to win MMOs. I don't want a scenario like that coming to ARR. However there should be a balance between hard and easy, if you make everything hard as nails (except for the hardcore players) the casuals will be chased away, and there are more Casuals as there are hardcores now in days.