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I have purchased GW and played during the beta weekends. Over the course of that time I have enjoyed the game very much, and plan to play it. I have seen the game continue to improve over time. So I am generally pretty positive about it.
However the game does not have a friendly feel to it for the user. The UI is not nearly as simple as it should be. They have come a long ways with it, but there is still to much mouse clicking. The same problem Eve suffers from, and what keeps people away from it.
Also moving around is just a pain. A person can see item or mob X. You cannot just jump off the short mound to get to it though. Instead you have to run around the whole instance to get there. I understand the logic behind doing it that way. But the bottom line is that it leaves a very unfriendly feel to it.
Because of this I believe GW will have a strong, hard core group of people playing it. They should also have pretty good sales because of the concept of no monthly fee. But over the longer haul people are going to get tired of the unfriendly feel of the game and stop buying the expansions.
They possibly could clean up the UI over time quite easily. But they are going to have to change their thinking on how they lay out these instances. Most people hate running down a long path towards a goal and then finding they have to backtrack. Backtracking sucks, and it is common in the instances now.
Now the pvp is incredible fun. But in order to sell expansions they will have to be adding more instances.