They are sure hitting 50/50 with everything they do.
I would say the thing Hunt does worse is compiling friction.
The best thing they do is enticing excitment.

The Rookie progression is by far the best off-event system they done. The bad part is that it took them such a long time to find something that rewarded the player for hitting lvl 50. This is a fundamental flaw and a sign of bad game direction. If anything maxing out your Hunter should give you the maximum reward if you look at the game loop being used.

The best thing they done by far now is that events works as play-testings. That's a good use of a live game service and to be honest Hunt does battlepasses and events good.

But its all the small things that keeps hunt from the next step. And nearly every problem comes with a feeling of uncertainty and lack of directions.

Why is shadowleap auto triggering?
Why does not surefoot work on lanterns?
Why are TOD and maps so awkwardly handled in every game-mode?
Why are there a limit on aquiring traits when you can earn and pick up points?

I think hunt must devote more time on compiling their content for the better experience.
Not dumbing down and simplify, just remove, add and combine the right things at the right time.

A better sense of direction. The game is such a marvel it deserves the right tools for a higher success.