This is the first MMO in a while that seems to incorporate new gameplay mechanics. I love the idea of multi-pathing quests which moral dimensions and real consequences. And the idea of a sidekick character is a nice spin on the 'pets' concept that's also true to the spirit of Star Wars. I loved KOTOR; if Bioware pulls this off I'll be delighted!
How much of an MMO success is the name of the studio? Seems like if you wanted to make a really awesome MMO but your studio was some smaller one... you are fighting an uphill battle against these guys with huge track records in gaming and therefore a lot more hype.
To me, its the attitude of Bioware. Their approach to RPGs is awesome, and I just hope it translates well to an MMO. How well will their storytelling get into the game, because to me, THAT is the power of the Star Wars license, and the best skill of Bioware.
I've had 2 MMOs I hoped would pull me into the MMO world; 1. Age of Conan, 2. Warhammer Online. Warhammer almost had me, so close, but AoC was a miss. This is my new MMO hopeful! We're a bit of a ways out though (time-wise) - aren't we :(