It's not just like, "I'm mad because I don't like Lightning!"
First of all, it's hard for me to justify paying a subscription while they're advertising Lightning Returns in the game.
Even more importantly, the idea of this type of thing is really tacky and clashes strongly with the game and its own lore. I was already worried about the longevity of this game because it feels pretty shallow and automatic. Having Lightning in the game with her own series of quests and an outfit that makes characters look exactly like her tells me that they don't take the game very seriously. I can no longer hold out hope that they have some greater plan that will make the game last. It seems obvious that this is going to be a theme ass theme park where the only reason to stay is to wait for the new FFXIII Hope series of quests being added in a few months.
Since two people implied otherwise: