TOR has an excellent story and fun gameplay while leveling. The end game may not be so well fleshed out, but hey, that is the part that has always being added to in every MMO. Because of the greatly superior leveling phase, people create tons of alts just so they can go through it again. This makes the game seem more like a single player experience, where you enjoy the game itself and not the part where you finish it.
Now, while I DO enjoy the game, I am concerned. If Bioware tries to add content like WoW (increase the level cap, add new zones, quests, gear) they are going to fall behind, simply because TORs content takes that much longer to create (The voice acting mostly).
The solution? I have no idea