Im finished with monthly subs honestly. If Tera went BTP Id play it in a heartbeat over wow, rift, or swotor. Ive played all three at a high lvl (still do in wow) and honestly, the combat alone in Tera is hands down better than any of those games. I think the real issue is, that a subscription game just isnt going to do well. WoW is the only subscription game on the market that most of todays gamers will pay for because quit honestly, anyone can do ok in that game. Tera is not like that at all. While Tera is pretty easy to get started in, the max lvl game isnt as forgiving. Its not as easy to just be ok with carrying 4 or 5 scrubs in a raid, or being "meh whatever" about the shitty healer thats the GMs wife and will always have a slot over anyone else. (that's not meaning to sound as a put down against female gamers, so dont go there)
I think we are in the middle of pretty big changes in the gaming industry. The subscription model is on its last legs with the FTP and BTP models with cash shops being the direction that mmorpg/arpg gaming is taking, and I think thats a good thing honestly.