Truth. This is how sub-games work. The company is paid to introduce grinds that keep you running. That's the thing that has me amazed about WOW TBC Gold ffxiv. It's designed so that there's minimal time spent gating, and they have clearly stated that it's okay to desubscribe during in the event of a content shortage and that you will not fall in the lurch. They consider the time spent by the player more than snow. They are also aware that quality content is the only way to increase number of players. If I could be a player in Azeroth but with the square enix in charge I would gamer nuts everywhere.
I would love to see more interesting and thematic quests. The quests are mostly copied from "go to find chests that contain x" or "go kill the x creature to kill y" or simply "go to location "x and interact with "y". Certain of the quests literal: go to the ancient ruin and gather me some rivets... or go to a waterfall to put down an easel. They lack any flavor cheap Burning Crusade Classic Gold or meaning to the world. (Of course, there are some that do, such as the Pastor Walsh quest line. But that seems to be extremely rare.