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The thing is, despite all the bitching and crying about WoW, most WoW players like WoW. However, they are getting tired of it so they are looking for essentially a better version of WoW to switch.
Game devs are also aware of this fact, hence they try to make games that are very similar to WoW, but 'better', hoping to get WoW players to switch. However, most of these games lack polish or content, and most WoW players don't want to keep playing a WoW-like game that's not as good as WoW.
SWTOR will be their next hope of getting a WoW game that's not WoW but still WoW at the same time. With Bioware developing it, and EA dumping massive amounts of money into it, there's a good chance it'll have the content and polish to really be the WoW that's not WoW that the players are looking for.
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