I love this game. It is the first MMO I've ever played, and I'm pretty sure it will end up being the only MMO I play. I tried LotRO, because I'm a huge Tolkien fan, but playing that game just seemed so boring after SWTOR. My eyes aren't so good so I can't be reading text on the screen too often. With this game, I can just sit back and enjoy the ride.
Also, this game makes even the smallest quests feel interesting. When every NPC talks to you and there is so much to discover and learn, it would be pretty hard for me to become bored, especially seeing as how I can experience this game 8 different ways through all the class stories.