Star-wars is falling for many reasons... but most of them can lead back to this. Star Wars is an Iconic Story and a big part of modern culture. Your grandma might not play video games, but she knows who Darth Vader is. When you are working with such a beloved storyline with characters everyone knows, it is hard to invent new quests, storylines etc. that keep people interested without them saying 'Hey, that would NEVER happen!' Because of this, the MMO will always be limited and it will sooner or later become stale to all but the most diehard of players. Storyline is what keeps people going, and well...we ALL know what should basically happen in a Star Wars MMO. MMO's work best for games that can be open-ended and/or pick up different themes ideas etc.