If you die a lot, then look at why you are dying, think of other things to do to increase your chance at success and then execute it.
And they give many MANY ways for anyone to handle any situations.
Group wiping, figure out why.
Someone screwing you over, remove or fix the problem.
Group not geared enough? Don't run that flashpoint/operation/heroic and go gear up.
Its not that hard.
Read much? I didn't complain about dying to much. I was pointing out that you don't need a money sink to provide additional feedback to keep people from wanting to die. It is inherent in the act itself.