While I appreciate that some people like or want the grind, I do not. I run all content on all levels on blue, red, and gold, but to be fair most of it is blue side.
I don't need or want the game to tell me what to do or encourage me to do one thing over another. I make up my own weird goals to keep the game fresh for me. Sometimes I PL to 50, sometimes I solo mission arcs, or run TF teams, or Signature Story runs, or badge hunt, or run every mission available in Ouro, on rare occasions I even PvP. I play the market and farm enough to finance all my projects but neither farming or marketing takes up most of my time. I guess the thing I enjoy the most is making oddball builds that work.
There are plenty of things to do.