Monthly Objectives / EDIT: Advanced objectives
Diabeetus
and a small comment as to why, because personally i am a really shy person and i dont really play the game to socialize(?) with people other than my friends and enjoy playing for a certain goal (achievments, rank, objectives) and when i complete the dailies & weeklies i run out of things to do pretty quick and my options are 1. try to decorate or make inventions and 2. "grind" levels which becomes quite boring after a certain time since there is no real objective or reason to level up.