Here is one of the problems plaguing this game:
the amount of exp required to go form level 1-120 is insane no matter how you slice it. Beta players had it rough, yes that much is certain, however even admidst all of the changes, the margins for EXP are too low.
Plenty of other MMO's have figured out how to cater to the casual player. I dont see why this one cant. I think SDE is afraid of making their game too easy so that people will hang around for the addiction. I told myself 5 1/2 years ago, i wouldnt quit until I have a BB5 of each nation (then the original 4) and a CV5 of each nation. I admit I havent been the most loyal and active of the lot, however I am still around.....
Eventually, kids ADD kicks in, and they move onto other games. SDE needs to start catering to this customer base, or their premium subscription sales will continue to decline as this type of customer finds alternative methods to satisfy their entertainment needs.