I spend most of the time I play MMOs just running around enjoying the scenery. For me, 'endgame content' isn't raiding dungeons with 10 or 25 player groups. I have much more fun jumping in puddles and helping out the occasional passerby. My time with FFXI was like that. I would simply wander around the game's world looking for something new to see. The music became a theme for whatever I would happen to discover that day.
I've seen things you wouldn't believe. :D