Every MMO that comes out claims to be different from all other MMO's its normal marketing bs. Just look at GW2, people actually believed it that time but its just as dull and repetative as all the rest.
All I can say is FFXIV better have a serious old school MMO expansion ready to be released in time for xmas 2014 or they can wave bye-bye to most of their subs, a bit of dlc here and there just does not cut it.