This is pretty much a WoW clone with a few improvements (voice acting and story driven being the main improvements), but Star Wars. So far the small improvements have made a big impact for me, but we'll see after a few months.

Bioware also does great games (I'm a big fan of Blizzard as a game developer)- last big game I played was Dragon Age and I really thought it was well done.

I think they are anticipating something like 2 million players at launch. If it lives up to the hype, there may end up being another game in town besides WoW (there have been other MMOs, but nothing touches what WoW was able to achieve).