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I do believe "What Would WoW Do?" is printed on the office walls at Bioware, and so I dismissed the game initially. All recent themepark MMOs look to WoW, but SWTOR is staring. And if there's one MMO I'm sick of, it's WoW.
But now I'm having second thoughts. You see, one of the main reasons I got so bored with WoW was that it turned me into an MMO-questing machine. You worked through your list of (daily) quests and signed on for random dungeon or battleground instances. It wasn't a world anymore, it was a lobby, filled with chores.
Here I hope SWTOR will be different. With all the dialogue voiced, the sheer quantity of quests will probably be lower. Combined with the story focus, we'll probably see fewer quest givers but with longer quest chains. This alone will help a great deal: the main reason I don't bother reading quests is that you get them 10 at a time, and they're usually one-off tasks with little to no follow-up.
Secondly, there's the fact that you get your own starship and companions/crew. I was actually quite pleased when I read about the Crew Skills and how they work. It all helps with the immersion, and it also means that a lot of the "chores" can actually be done by your Crew. Same goes for the PvP objectives, where effort was made to make them fit in the world. It is this focus on immersion that I think will help make SWTOR an MMORPG instead of just an MMO, which was really my main beef with WoW all along.
TLDR: It's not so much WoW's mechanics that I hate, as it is its lack of immersion. SWTOR will hopefully fix this.