Here is what stands out from SWTOR vs WoW for me:
1. Story: every quest has one and is told to you with voice acting. Ever play Mass Effect? ME2? DAO? Every quest has options on how you take it, what you say. Some have consequences for the quest, some options have consequences for your alignment (light/dark side of the force) and some piss off your companion (perma pet) and make it perform worse/better.
2. Crafting: a very interesting twist on crafting: you can send your companions off to craft/resource gather while you quest yourself.
3. You get your own space ship ;-)
4. It is Star Wars! Sci fi! No more fantasy!