One of the big things about the FF series was that for a long time, story and character development was a big part of the games. Starting about FF4 and really important for FF6-10, things like romance, comedy, and drama were key components of what made FF great. Then das merger happened. After that, it seems like SE started to lose a lot of things that made it good. Romantic elements started taking a back seat. Lightheartedness to offset the heavy settings started disappearing. It started getting harder to connect to the heroes emotionally and the villians, while someone you wanted to defeat on a cerebral level, aren't really that bad on an emotional level. In other words, I'm defeating them to finish the game, not because I want to defeat them.
Sephiroth? Total bastard, even before Aeris (which was overkill if you ask me). Kefka? Totally insane. He's a guy you just had to take down. Seymour? Despite his outward demeanor, his cold-blooded ruthlessness was chilling. Where the other two would slay those who got in their way, he'd kill or sacrifice those people in a way in which he'd gain directly from their deaths (Anima, his plans for Yuna, his father's position).
So I have to ask, where's the comedy?
Where's a real villain you want to take down?
Where's the romance?
Where's the drama?
Where's the story?
It seems like it was a mistake for SE not to include these things, particularly in an age were people want personal connections to their entertainment. People have expectations for this series and IMO SE is doing a bad example of managing those expectations as well as not meeting them.