I like to work harder doing flash points then being concerned with finding group. It's not an easy mode, it's making FINDING group easier, and newbie friendly. As I first joined this game I found general chat on fleet to overwhelming to even try to shout lfg msg.
perhaps u missed my point, afaik /who option is not server wide, but only for 1 planet/fleet, thus why not to make special window only for lfms, where specific players can post their lfm groups (therefore u can chose to who u join) instead of having /who list with a lot of players, that only shows players on one planet and with small lfg comment. Also there can be another option added with list of party members as well, so that even if u don;t know leader u can still see if he/she doesn;t have some players u don;t want run instance with.
I have never played wow so I have no idea how it looks there, however I would like lfm system from Dungeons and Dragons Online implied here, there was great one.