I've randomly and very slowly played the Rift lite version. I like the game so far. If I wasn't so deeply involved with WoW/Warcraft (the original games and then WoW from vanilla onwards) then I'd consider it. But I don't want to pay another sub fee. I enjoyed Star Wars as well but quit as I didn't want to pay another sub fee. The reason I am enjoying GW2 so much is that I buy it and it's free to play now.
But I pay attention to Rift and they seem like they are doing an outstanding job. Good for them and their players. Hopefully they have a positive effect on the gaming community.