It's failing because they can't remove the corporate section from their creative side of the brain. Players want complex, detailed, immersive OPEN worlds filled with content that they can have an impact on. Why do you think so many people still love SWG the way they do? What SWG got initially wrong was ITS LACK OF CONTENT! Players LOVED the original game even with the bugs and imbalances.
However, corporate decision makers who had no clue only saw what they thought was the problem in SWG, which is everyone must want a restrictive guided tour through psuedo mmo theme land. That is the furthest thing from the truth, but TOR embraced it and swung the other way on the pendulum away from SWG. Now we have all started to see the results.
What's really sad is that SWG as old as it was, still has elements today that are unmatched by any mmo to date. Honestly the Bioware team is screwed. Because they are too scared to buck the corporate controllers and do what's necessary to save this game, which will be a real paradym shift from how the game was developed in the first place.
The first MMO developer to produce a sand box game with massive content, theme parks, mini games, crafting/housing systems, no level-skill point-complex-non trinity-non mirrored player classes, non-combat content/activities/purpose, 3+ non traditional role factions, hidden explorable unguided quest/events, dangerous weather/terrains, non static world events and open world ranked pvp with goals/objectives along with reasons to fight other than gear, plus multi faction/class player bounty systems will truly win the MMO industry and easily obliterate WOW in the process.