I think SWTOR missed a great opportunity to do things differently, specially if based on story as it was announced. As an example, being a sergeant trooper and disobeying an explicit order from a general got you exactly same place than obeying same order to the letter or reaching Light Mastery / Dark Mastery got you nowhere except giving you access to cosmetic items in fleet.
With all the hype, I would have expected that obeying a general's order would get you, I don't know, let's say a couple days off and then while on holiday someone attempted to murder you getting you on track to the next planet while disobeying a General would get you to let's say a week culling the rat population in Tatooine then finding a clue that would take you to next planet.
Also, the possibility of switching sides would have been welcome, when reaching light/dark mastery a new contact is available and gets you to an arc allowing to switch sides since, as an example, it is stupid to characterize every single bounty hunter in the galaxy to be Empire Side while every single smuggler in the galaxy is Republic Side.
It also annoys me the huge amount of QoL features they missed, cross-side custom chat channels, sharing missions, global chat handles...
I do not think SWTOR was a WoW ripoff, basically I think they wanted to take WoW's place by launching a half finished product trusting that the branding Star Wars + Bioware in the box would do the trick.
It could really have been a WoW killer, like many others, they just were to cheap to do things properly. What really puzzles me is the amount of games aimed to the fabled "casual player" that blatantly disregards the CoH model which so far is the only game I have played that was an actual paradise for casual players.