Heh, I feel you. I actually really like the gameplay (movement, gunplay, etc) but the content is pretty poor. I didn't mind the story, if we had continuing stuff and story end game. They really failed on forcing rep grinding though. I don't mind rep grinding existing, and those items being better than average (because, you have to grind to get them), but forcing it to even begin end game content is a bit silly.
And extending that grind to cater to already max level players is really going to hurt any new player.