I like the fact that it feels "real." Some people may not like the fact that you have to go through mini-games to log/mine and whatnot, or to actually participate in crafting instead of it being automated, and I can respect that, but... Honestly, that's my favorite part of the game. Same with the more interactive battles (no auto-attack). Yes, it takes more work, but I feel a lot more involved with the world. I'm more than happy to give up some convenience if it means I can more easily put myself in my avatar's shoes. It actually makes me ENJOY gathering/crafting, two things I would never touch in my 5-ish years of playing FFXI.
And... Of course the graphics. It might be shallow, but I legitimately enjoy everything more because it looks better than anything I've seen before. I even enjoy the drab/"boring" starting armor for the sheer amount of detail it has. I can't wait to see what the mid-to-high-level armor looks like, as I'm assuming it will get much cooler like it did in FFXI. This is a big plus to me, because my resolution for FFXIV would be to pay more attention to the little things rather than just worrying about progress.
Of course there's more, but those are the two major things. :)