Beta tested it last weekend, and it was far better than I had hoped. It reminded me alot of wow, but in a good way. Bioware pretty much stated that they have implemented a lot of features that worked well for wow, which honestly makes sense. It does feel like a much more serious, story-driven game than wow though, (at least the wow that exists today) as each class has their own storyline with personal "story areas" (think instances only your character can enter), which works really well imo.

The voice acting and dialogue options is another thing that I really liked. It's extremely well done and your character feels a lot more "alive".

Since I only tested it for 2 days, I wasn't able to make it into the endgame, so I can't comment on that, but from what I've seen on youtube, it looks great.

Of course there's also the fact that I really like the star wars universe in general, so my opinion may be a bit biased. But I would definitely recommend it to anyone who likes mmo's.