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In my opinion they aren't taking much of a risk with TOR. The MMO Genre is fully matured (even stagnant lol) and the SW storylines go far and above those found in the movies. The books have a lot of good stories in them and the potential for this game in just theory is huge. The SW movies were some of the highest grossing movies of all time and even putting the money aside that's a lot of memories for people and their children. No company could ask for a better chance than this at a successful MMO. If I were you guys I wouldn't get caught up in what others say this far ahead of release. I will also say I think where you are from makes a difference.
Here is a chart for the top 10 highest grossing movies with adjustments for inflation:
"I'm not cheap I'm incredibly subconsciously financially optimized"
"The worst part of censorship is ------------------"