I think SWTOR really has original things, such as the single-player style questing, you get full dialogues and choices, albeit not choices that have much of a lasting effect, but choices nonetheless. I feel SWTOR is unique in an MMORPG in how the questsing is done. All voiced, all dialogues. Not just s screen with text. That's new for me.
A lot of MMORPG's have their one thing that stands out, it would be great if they copied those things a lot more instead. Made one game out of all the good things that stands out in every game. Copy on. Steal on.
To me, this is one of the biggest problems that SWTOR has. The story is great, it's what's kept me here. I want to play through all of the class stories. But with so much else in the game it seems like they looked at their competition and instead of seeing what worked, what players liked, and doing it better, they just went for average. There's a ton of unrealized potential in this game, and a lot of it could have been seen already.