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Making SWTOR a Success -
I would propose that Instead of just letting please play free to 60 then unlock things to play more, go ahead and let people play it as an SRPG with limited Coop for group quests and dungeons, then allow that person to unlock that toon for end game play.
Let the player play without the filler, then allow them to buy into the MMO aspect of the game at top level. One of the things that turned me off from playing alts was the bloat. Take that out, and I would play each class for the story. With the bloat, it is not worth my time.
That would mean not having to do the fetch quests and other things that are not related to exploration and story and instead have a streamlined path to end game where theings get more open. Experience the best parts of the game, and once emotionally tied to a toon, take that toon into the main game.
Someone please make a good MMO.