I think it's too early to capitalise on the disenfranchised part of WoW's playerbase and far too late to draw a sizeable initial audience just because "it's a new MMO that isn't WoW".
Anything worse than an absolutely stellar first 8 months and this game is doomed to the same fate of just about every other MMO there has been since 2004.
Not going to comment on gameplay because MMO gameplay hardly matters.