I think with the additional DLC content on the way, it's fair to say that DICE wants them to think it's that type of game as well.
And that's probably the biggest problem. It can't be both with what's presented here. You can't have a casual game with super long legs that appeals to everyone, and Battlefront just spread itself too thin.
I think those playing this off and on from time to time are going to have a far more enjoyable experience than those engaging in long sessions.
Here's the thing. They don't care, from a business point of view, if you play 20 hours or 2000 hours. They want you buy it. By limiting content it's also more likely fans will pick up the season pass, especially if it includes content from the new movie.
See also: Battlefield Hardline. Fans see it as failure and laugh at it. EA see it as a huge win - it sold millions. At launch it outsold Battlefield 4 (which outsold BF 3) at launch. Titanfall is a similar deal, EA are pumping out more 'cos it sold millions.