I see your point and I liked heirloom gear well enough in wow but I always thought it took away the fun of gearing for me. You just mindless leveled with the best blue gear over and over. It was "meh" but it did make it one less thing to think about.
However, What I like about the way SWTOR does it, is I can choose certain aspects. Do I need more hit points? Change armorings. Maybe I want to level with a crazy high crit and nearly one shot mobs (that was really fun on my sniper). Little things like that I found more fun in SWTOR because I kept control of my gear while leveling.
To each their own though and I do see your point. I just like gearing myself from time to time.