I try not to get excited for MMOs until I play a demo. I've tried several and none seem to deliver an experience I'd be willing to pay monthly for.
Galaxies (which was before I was old enough to have a pay-by-month game) supposedly had some revolutionary stuff like property and city ownership that has yet to be recreated in another MMO. If this game is made well, it might have the fan base to topple WoW, but that's a big challenge.