I don't know about everybody else, but the conversations make a HUGE difference for me. I've played World of Warcraft, Guild Wars, and the Lord of the Rings Online, and I'm sick and tired of quests amounting to a pop-up text window full of an information dump that somehow loosely rationalizes why you need to kill X amount of creature Y for NPC Z. The Old Republic still has some of these quests, but it's a LOT more engaging when you can insult the quest giver NPC for his stupidity, or even sabotage his request. Other quests don't even involve killing, but are all dialoge and story driven, where everything pivots upon your decisions. The key point here is CHOICE people, it's what TOR is adding to the paradigm, and it's a huge step in the right direction. I've had NPC's applaud my decisions, or derided them and question my judgement, or even try to kill me over my past actions. I've killed off some story characters, and spared others, and you have to live with the consequences. Imagine Mass Effect or Knight of the Old Republic, where you can never just save and reload to get things just right. You have to go with your gut and stick to your guns, and there is no going back short of making a new character and starting over. That may not seem like much of a difference over World of Warcraft, but it's HUGE factor in actually making me CARE about the world and my role in it.