Lightsabers, Jedi and Sith; all things that come to mind the moment someone says Star Wars: The Old Republic. BioWare probably pops up into most of gamers' minds as well. It hasn't even been a week yet, but Massively is already starting to see the potential greatness lying within BioWare's Austin, Texax studio's walls.
It's not surprising that Lucas Arts and Electronic Arts both think that this particular MMO could be bigger than World of Warcraft -- they've got invested interest in seeing that come true. Their reasoning is a bit less financially induced and instead a matter of desire to see one of their favorite franchises both succeed in and expand upon one of their favorite genres.