It's basically teasers to draw peoples attention to the game, i think people who hope for it to replace a game like WoW, or any other MMO is expecting way too much and will be left disappointed.
Sadly that is my suspicion too. Bioware are an awesome company, but mmos are entirely different beasts, I truly do fear that this will ultimately end up with people saying the same kind of thing they said about star trek online - "where is the mmo in this game" . I hope not, because otherwise there is going to be an awful lot of disappointed people and I wouldn't want to see people disappointed. Nevertheless that's my fears, that it will end up as more an online co-op game than an mmo.
Time will tell I guess.