I think you're both right, truthfully and I'm going to add a little. SWTOR's biggest selling points, from what I remember during the pre-game hype up until launch was:
Star Wars: It's the only Star Wars MMO video game Story: I tie this with 1. It's Bioware telling multiple stories. Bioware's claim to fame was specifically it's video games being interactive stories at the core, with many endings and possibilities throughout the tale In follow to 1-2, this was marketed as KOTOR 3, 4, 5, 6, 7+. Even with BW saying that people still want KOTOR 3, but many I think bought that this game KOTOR 3+ and ran with it I guess people needed a break from WOW and they thought SWTOR would be similar but different enough. I do remember many saying SWTOR= WOW killer. I think the moment the focus of a game is beating WoW, it's doomed to disappoint.