WoW came out at a time when there was really very little competition. It had the rare advantage of prebuilt lore and a marketing division that took full advantage of celebrity interest in the game. But having the best options, compiling the standards, it didn't impress people anymore. Just look at the history we have. We've had games do WoW prettier, do it better, do it deeper. We've had games that claimed to be radically different when all they had where minor variations and additions to the old structure. None of them have kept a strong customer base for long without turning to free to play tactics.
Don't get me wrong, I'm really looking forward to owning a baby demon wall, and I really do want the game to do well. But I'm really having trouble seeing how this will be different from the many other floundering releases of the past near decade. We'll just have to see if the tactic of FF fanservice will really keep a crowd, or if they'll quickly move on like with every other MMORPG.