They're taking the game in the right direction, but in my opinion it's too late. Having an app on your phone, Vita, etc. to buy things would be neat in concept. A 360 version? Sure why not down the road.
I canceled my account a few weeks ago when they revealed they would start charging for FFXIV late November to early December of this year even though it's nowhere near complete. Don't get me wrong, I've played the game since beta and they've definitely improved it for the better. To admit to your players that the game isn't planned to be "complete" for another 1-2 years and yet expect them to pay in the meantime is insulting. We're not talking about an expansion pack, we're talking about core game mechanics. Potentially it'll be a great game if they make good on all their promises by..... 2013 as planned. PS3 release, complete overhaul of all areas, graphics engine, battle engine, everything. It's called "Final Fantasy XIV 2.0", and sadly it's what should have been out for a year already. I'm going to go back to playing around with FFXI private servers such as the Darkstar Project for my Final Fantasy online fix. Best of luck to those that are hanging in there still.