ULTROS!
People seem to like me because I am polite and I am rarely late. I like to eat ice cream and I really enjoy a nice pair of slacks.
There will be shops (they said how they've even modeled small gas stops with great detail and cities will of course have shops you can go into) and a long time ago Nomura has talked about them testing some complex crowd AIs for cities and such. As far as optional content goes, Nomura has said he doubts anyone will 100% the game on their first playthrough, apparently there's so much to do. Optional content including non-mandatory dungeons, summon battles and such.
Losing hopes in platinuming the game in one playthrough.