There are few areas that are very different in SWTOR and CoH:
CoH isn't gear based game, the build is based on choosing and enhancing particular abilities. SWTOR's gear system makes older gear obsolete.
In CoH, on other hand, the low level enhancements in many cases are more preferable than high level (due to better set bonuses) and don't lose their relevance at higher level. Only BoP items in CoH are proxy currencies (reward/alignment/vanguard/etc. merits) and incarnate mats.
You can buy and sell everything else on the market. In CoH, the main reward for completion of FlashPoint (TaskForce) or Ops (Raid/Trial) is proxy currency (merits) that can be used to purchase enhancements of your choice directly or perform random rolls.
In SWTOR, on other hand, particular gear drop tied to particular FP.
For example, If I got my chest peace from FE, I no longer have any incentive to run FE ever again on the same toon.
Besides the fun factor, there is no such disincentive in CoH. You can run the same TF multiple times and get the same number of merits on each run (diminishing returns apply if repeated in 18 hours window though)
TL;DR:
There is no incentive to run lower level FP/Quests with current drop/reward system in SWTOR