A friend of mine got into beta. I am watching him play via skype right now. I am not going to go shitting on the NDA to much.
That said. The leveling in the game is honestly mind blowing. I can't believe how good the dialogue/cut scenes/choices/questing is, even at a low level. This may as well be a console level single player experience, in a MMO world, with other people around. No more clicking an exclamation mark and having to read a dialogue box. WoW's main story is going to feel so dated compared to this.
Also, the amount of DETAIL in the environment, even at low levels, is astonishing. Thinking back to the starting levels in other MMO's, and comparing it to this, there is no contest. There is atmosphere, detail, and it feels like a living world is around you.
The combat is also not a direct copy of World of Warcraft's. No que, no auto-attack (which makes up a bulk of melee dmg in WoW), no right-click chase down engage.
It is still a beta, and there have been a few bugs and glitches even at this point. But so far much less then you would experience during a new WoW expansion for example.
I am going to continue to watch ( and play). I am not going to kill the NDA in here. But I will update on impressions and feelings on how things are going. As it stands now, much of my early fears about the game are gone. This won't be a flop.