Its value as a pvp experience or active (though not thriving) community is immaterial. I can't think of another example of an IP this big and that much development money and prestige being used on a game. They didn't set out to make an okay game that might struggle and eventually go F2P; they set out to establish a cash cow out of the gate. And they failed.
I don't know that their intent was "WoW killer," but they certainly recognized that there was an opportunity in all of those WoW monthly subscriptions. If the numbers released, this thread, and other resources are a decent measure, then they didn't retain those subs beyond a few months after release. The analogy I'd use (which may not be accurate) is that EA wanted to create a Pepsi to Activision's Coke. And again, they failed.
The story IMO isn't compelling because a reader might hate Bioware, or EA, or Star Wars, it's just interesting given the time taken, the resources used, the visibility of the project, the value of the IP, and the challenges faced. From start to finish, it's a good one.