It's funny, I was thinking about this last night.
When I first joined Rift, for it's beta, I had barely left the noob zone and walked into Silverwood before a zone event started, and obviously it hooked me in, like 'omg this is amazing so much better than WoW!!!!' Problem is when you do these zone events, it starts as 'OMG' and goes to 'meh' by the 100th time. Everything feels the same, and I got bored.
How does this compare to SWTOR? While, actually it doesn't. I compare SWTOR to my early WoW experiences. There wasn't a bunch of Murlocs invading Elywnn or something, just like Ord Mantell didn't have this huge hook either, but it built up.
The Story, the first Flashpoint, first Companion, getting my Ship back....
Just like in WoW.
SWTOR, to me, doesn't need a hook to make it amazing, because the sum of all pieces make it so. To me it does everything right and doesnt rely on one shallow part of the game (ie zone events in rift) to make it stick out in my memory.
Just like in WoW.
Now don't flame me for that, because in the end, I left Rift after ~6mos, and I've played WoW for 4 years. So atm, calling something 'just like WoW,' in this aspect, is exactly what you want to be. Rift started a 10, then slowly fell...9.5....8.....whereas SWTOR and WoW both started as a 6....then 6.5.......then 8.....then.....
Personally, I think Blizzard is gonna have some issues with me next month, as that whole 'annual pass' only works if the CC you have it on has funds on it
Bioware, you have me for at least a few more months. Please don't let endgame be a letdown