If they're relying on the ES tag to hype it, they've really already failed. Bioware plugged TOR very, very heavily. And it actually had some distinct features, despite using combat mechanics heavily influenced by WoW's paradigm. But they didn't have the influence of predispositions working against them.
If they can't shake up the system somehow, they just won't attract a solid player base. There are way too many options now for a game that's just more of the same.