Tried beta, played a lot like WoW, did like the storytelling a lot.
It's main strenght is probably the narrative factor and voice casting and it seems to me that wrapping 'KOTOR 3' into a MMO shell is a genius solution: for
drawing in enough income through subscriptions to keep pumping new storyline content into the game by adding chapters/acts. Unfortunately unless the gameplay becomes more unique, milking the story-cow will work for 3-4 years and people grow tired when new chapters/acts are derivations of excisting storylines.
I half expect Lucasarts uses
SWTOR as an intermission, while silently creating some absolutely and insanely
HUGE Star Wars old-trilogy immersive world when the 3D movies and the live-action series are broadcasted in a few years. A bit of second-life, but minus the furries and pr0n, where you can be and become anything you wish. George Lucas always had a bit of megalomania when it comes to productions (and hey, we got to admit it, the Star Wars franchise stands immensely strong with it's constant refreshing while Star Trek has largely come and gone: they kept beating a dead horse and a reboot is usually desperation when a franchise is too dead to renew). I'd totally expect some
anything-is-possible Star Wars world in the time of the old trilogy. He wanted Star Wars Galaxies to become that and technology was too limited to deliver the promise (SWG was delayed many times, trying in vain to add more immersive elements).
It'd be a win-win situation. Bioware hopes to earn a lot of money through SWTOR (they probably went way over budget) and Lucas(arts) makes sure Star Wars stays in the spotlights, now with his Clone Wars series AND now SWTOR. You'll see.