Really you ask? PvE? Yes. Ever since Sugar's write-up of the PvE Roundtable at EVE Vegas, I have been impatiently waiting for the fruits of CCP Affinity and her teams' labor. PvE is a huge part of the game for a large portion of the EVE playerbase. As evidenced by this graph from Fanfest 2015
Instead of players cooperating to adapt to a changing content system, they determine the fastest way to complete the solved problem with the minimal number of characters (often multiboxed by the same person) and milk it for the rewards without having to divide it with other people. It can be incredibly anti-social. We see it as part of our wormhole corporation time and time again. It is contrary to your best interest to team up with corpmates to do PvE. You actually have to consciously choose to diminish your rewards to help a newbro, for example, instead of the content responding to the people involved and making it worth it for multiple people to engage. It isn't enough to have static "escalations". Those are just another part of the equation to solve and then optimize solo or as close to it as possible. What I'm talking about here is truly dynamic engagement and rewards that actually encourage group play.
CCP has started the work to make things better. Burner missions and Drifters are all glimpses of a more dynamic PvE universe to come. It cannot come soon enough. More dynamic PvE will certainly attract more players. More players means a healthier EVE. That would be a Christmas present all of us should appreciate under out tree.