I've never had issues finding groups to run content and most of the time they aren't total idiots. And an amazing thing happens in general chat, people are actually talking. About the game, about Star Wars in general, and about just things in life. I think the LFG system they have in game now is pretty bad and doesn't work well because no one uses the tags in it. Its just LFG. So no one knows what you are looking to do. Trying to put groups together this is very annoying. As for joining a guild this works wonders. I've probably run more content, even if it was just helping out a lower level guildie finish a heroic quest, then I did before I joined one. We have people ranging from just starting to level 50 and finding someone to help you with a quest is easy. A magic button that teleports me to the content and requires no social interaction with my fellow peers and players is not needed and not wanted.