Normally it takes one or two pages on TOR Forums before someone brings up that the story isn't endless and what difference does it make when it comes to the end .
But, still, you hit it hard, and I cannot give you any definitive answers yet because of the new beta testing phase that just started and wiped our progress anew.
Never even had the chance to reach end-game for the past few weeks since I had so many alts and alignments, and I have only spent enough time for a casual gamer.
Back to the good ol' saying: Keep speculating, and wait 'til 12/20/11 before any judgments are made
Indeed, speculating is the only thing we can do. But the statement that story will run out is very much true. It can last a month or even 3 months (or even a week for no-lifers?).. but after that one asks himself... what else does ToR have that others don't?
I'm not trying to say that ToR is as generic as for example Rift is... but the core gameplay is the same. Everquest (or even Ultima Online, even though it is still a different game) started this trend, WoW polished it and made it widely accessible and now 7+ years later I think people are starting to get fed up with it... atleast I am.
That being said I believe ToR will still be able to mantain a huge playerbase, mostly due to the Star Wars theme, Biowär, Story and who knows what else. But for anyone who is bored of the genre (like me) it's back to the "next-gen MMO" waiting line.
Imho, they really should add
something to make the game anything other than the standard endgame gear/pvp grind. Like sandbox elements, building guild bases, territory control... the options are many.
Also (this is only my dream however), why oh why don't they take the risk and implement lightsaber combat like in Jedi Knight series... why always the same hotkey combat system... Even Age of Conan's buggy action-wannabe system is better. Just
anything that isn't hotkey.
One can only wait and hope.