And yeah, there's just no challenge or story. It's just do a few quests then lfg.
It's a choice to do lfg, totally not a requirement.
If you want story, there are many thousands of quests you could do, and by doing them you get more rewarded in the long run.
If you actually take the time to read the lore, you will experience the story, running LFG and saying there is no story in the game is generally pretty pathetic unless you are a rare case that has actually taken the time to experience all of the story.