I had been playing this game since the beta testing rounds, got my early access and waited in the server line queues to play. I never let my subscription lapse until Spring, when I decided to cancel because of the direction this game was going. I was already quite tired of it for almost a year prior to that, but I stayed on because at least I was having fun raiding with my guild and doing PVP. You can only run the same content week after week for so long.
I renewed a month ago to give it a chance again and try the changes. I like the story, but completely dislike everything else and personally would much rather trade the story for a couple of operations and a flashpoint or two. It seems like every new change is centered around masking the complete lack of content development (outside of the single player aspect). It's weird now. The focus of the game used to be a progression of completing lower level content that I considered "chores" to get gear, materials, and experience, so I could then engage in harder and more rewarding content. Now the focus of the game is the chores with no reason to progress except for your own desire to gear up. There's no way in hell I am going to continue to pay a monthly subscription for that and it certainly doesn't appear to me that the strategy is going to change any time soon.
I was a regular subscriber since day 1 and often spent cash in the Cartel Market. People always bring up the "silent majority" argument. Take a look at my previous forum postings and at my ID number. I am not a forum warrior and I don't speak for everyone, but there are definitely a lot others like me who are leaving because of the direction this game has taken and not making a fuss about it. People who I would consider as a vital part of the costumer base. I have to imagine they are bleeding subs at this point. Heck look at torstatus and check the lack of increased server activity after this whole thing dropped. While not a totally accurate way to define population, it tells you a lot about what's going on here.