Leveling, plain and simple.
This needs to be a priority not just an after thought. Leveling *is* content and lots of it. The nerf to behest not to long ago ended my FFXIV journey. Behest was just enough carrot and stick to keep me going. Granted by some standards it was "fast" leveling but my highest level isn't even that high. I have played this game for more hours then I even want to admit when it first came out and through several patches later.
Every time I start back up I'm excited to see the UI a little quicker, excited to see the shiny new armor and weapons. That excitement quickly fades when I have no one to group with and the journey to 50 now is longer then ever. People complained about the last exploit in PLing but guess what, people were actually playing and enjoying the game. I wasn't one of them. I want something that is above the norm now but not mindlessly game-breaking in terms of how fast I can obtain a lvl 50 and doesn't require the use of someone else or a second PC.
The endless grind belongs at the end of the game not at the start of it.