A lot of good ideas on the thread!
I would(/and think neopets needs) to overhaul the rules and how they are implemented. They are too trigger happy with the freeze ray, and I think most active players have been frozen before for reasonable behaviour. For instance, all the restrictions on guild activities, or posting links to outside sites; these are unnecessary and frustrating to work with.
For instance, rather than banning people running guild competitions, they should introduce in game mechanisms to facilitate non fraudulent operation.
....This would have been more relevant 10 years ago, but 12 year old me just had to let it out.
I think people wouldn't mind a lack of content too much; most people only stay for the nostalgia anyway. It's the behaviour of TNT towards it's players that has always been the achilles heel.