Correct, that was my point entirely. As I said, I'm looking greatly forward to the game myself but I also know what I'm getting into. These hyped-up MMO jumpers are going to log in and go "LOLWUTNOW? WHAR IS ENDGAME?" and the negative reviews will simply pour in because people couldn't do a little bit of reading about the games they spend their money on anymore.
Fortunately, however, they're going on a non-subbed, free to play system and wont suffer very much from the negative feedback. Star Wars, on the other hand, having such a HUGE budget, have to maintain strong numbers or their in trouble. They're still nearly at 1.5m last I heard though, so that's not a near future to concern ourselves with.