This!
I've got to say that I think they are pitching this just right; I really enjoyed that video and the general chord they are striking with regards to humour, content and art direction. Also quite excited about the implications of 'Contested' on the new 'Regions' page
But still the biggest draw for me is the fact that the entire world is seamless. It took me a long time to release how important this is for me personally in an MMO, and why I struggled with SW:TOR and GW2 (to a lesser extent).