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"When I was in EA we were deeply concerned about how boring SWTOR’s gameplay was. And that was back in 2010. They finally realized the truth and decided to delay the game for another year to try to fix it. The final build was more fun by several orders of magnitude than the previous, but it was still not enough. It felt like another WoW. They failed to innovate in any sensible way. They bet everything on the franchise, the VO and Bioware’s signature narrative (which if you have played Mass Effect 3, you’ll know it’s not what it used to be anymore). Lucasarts realized the game was going to fail and forced a new deal in 2011 that would remove them from the production credits. George Lucas may be a bad moviemaker, but who can doubt he is a terrific businessman."
since some people still to this day claim EAlouse was discredited somehow, here's a revealing quote from a guy who worked there up until a few months ago.