The game's failings are a result of bad design. They created a single-player game and expected people to pay monthly for it. They ignored the very thing that made MMOs worth a monthly fee in the first place -- buying real estate in a virtual world.
This generation of MMOs are so linear, or at least heavily corralled experiences. Your primary means of leveling is following someone else's story... so basically, you're not paying for the right to create your own character, you're just leasing one of the pre-mades. In trying to make the story content deep, they've also made it incredibly narrow.
MMOs are probably the one place where, especially at the beginning, it's okay to err on the side of "a mile wide and an inch deep." Players need a variety of things to do, not just one thing that's really interesting (the first time) and nothing else -- that's what single-player games are for.
Of course, the other problem is that it's a Star Wars game. That means you're supposed to play through the story of "your favorite character," which you must select from the short list of archetypes. Are you Luke, Han, Anakin, Maul, or Fett? Those are your choices. It's such a huge galaxy that you can live one of five stories, and ever smuggler gets the same Wookiee companion...
Go F2P or go away.