MMO's are terrible in general.
I support SE, as I think they get way too much irrational hate. But, my thoughtson this.
Even if it gets to a better. It still has to compete with World of Warcraft (it is dieing though), and The Old Republic. But it won't have the hype like the old republic did, because FFXIV already has the stigma that it is aweful.
Whether it is improving or not. The best chance it has to get subscribers was to have a decent launch. Which it didn't. I played it at the end of the beta and being a PC gamer, that was one of the worst beta's I've ever played. Aside from looking beautiful.
To me it seems like simple economics. If the amount of work in $ they actually putting into it is less than the money from current revenue. It makes sense to keep it alive and to entice a bit more people to come in.
If that's not the case, the idk.