Future of SWTOR

Hey there!

First off I'm not a swtor fanboy. Actually having played alot of MMOs over the years I've learned the hard way to be no one game's fanboy. Since I've always set myself up to be disappointed. That said I'm quite looking forward to swtor. My wife will start playing MMOs again (after quitting wow) with me and swtor and we plan to play with another couple that's also returning to the realm of MMOs come swtor.  

However, no matter how much I enjoy the journey, I know that the absolute lion's share of my time spent in an MMO is spent on end game/max level content. And from what I've heard (I've only played low level stuff in swtor) the endgame is going to be pretty much a carbon copy of WoW's current endgame: raid, pvp or roll an alt. Fine. Yeah, I'm actually fine with that personally, since I've been raiding in WoW for close to seven years now (even though I've taken breaks while playing other MMOs). But very few of my friends are very intrested in that kind of gameplay and most of them ache for something new. Something that WoW: MoP tries hard to accomplish. In my opinion WoW:s upcoming exapansion is all about expanding the end game content (and a good thing too, since Cataclysm did nothing new for endgame but focused instead on revamping the level experience, see where that got them!). Basically I'm afraid, first off, that my friends will leave the game after having maxed one character (very few people I know playing MMOs are that into rolling alts, they more do it because the endgame is lacking than for any other reason) and, secondly, that many other players will return to, say, WoW once they realize that there's nothing new in SWTOR:s endgame (except for the SW fanboys, but honest to god, I don't know a single SW fan and I hang out exclusively with game nerds aged circa 30, that's Europe for you I guess). 

So, do you guys think that Bioware is aware that the level up process only goes so far when it comes to player retention? Or do you think in a fit of hubris that they think that their superior level up experience (because I have no doubt it's going to be superior to other There Park games) will be enough to keep people playing the game for a long time? *Or* is there a chance that Bioware will actually try to change how we approach endgame content in MMOs and thereby attracting and keeping more hardcore non-alt-rolling players as well?