SWTOR has a really nice game there. Leveling is fairly cool expecially the first few characters. It just has a general lack of content but especially at 50.
Free to Play just seems like they are giving up. Which since they havent done just a whole lot to make the game better overall is acceptable but I would have liked to see it followed through.
The final problem imo though is, addons. They will never get the wow popluation without addon support. People who have everything sitting infront of them and make it look just how they want will never switch to a game with a standard shitty UI and no addon support.
What would really keep me playing would be 2v2 or 3v3 arenas, warzones are simply... shit. Not to say they are not thought throug, but having to put up with many bad people isn't.