Yeah and SWTOR lacks that fluff. The single player feature dominates almost everything else in this game, which is REALLY BAD.
It's really interesting that you get two really different perspectives on the game from the MMO and RPG crowd.
Essentially, I think that BW thought that they could marry both elements but (arguably) weren't able to. It was too big an undertaking in the end, I bet. The parts just wouldn't mesh together properly leaving a game that didn't satisfy both MMO and RPG fans.
I still love the stories in the game though - however, you can see what it could've been if it had been a true successor to KOTOR. Ah well.