Because its somewhat true, (the game is excellent), but Bioware KNOWS that Star Wars will get a LOT of people in it, thats why they are paying for the name, and that they didn't just make a Mass Effect MMO of which would have no no loyalties, and an easier to expand story/
A mass effect mmo, however, would have gotten me.. I always tell myself: WoW was your first mmorpg ever and it will be your last. Those games just eat way too much time. But a Mass Effect mmorpg? Well.. I'd at least have to reconsider my stance.