TOR has stronger story and lore, but story and lore shouldn't be the reason you're playing an MMO; go read a book.
WoW's gameplay is tighter from 10 years of polish, but I'm tired of the fantasy setting.
Here's hoping that Wildstar has Blizzard's polish with a sci-fi setting.
I don't play SWTOR because it's an MMO...I play it because it has great story and lore.
Telling people to go read a book instead, simply because they don't play a game for the same reasons you do is absurd.