When "most (current) mmo players" are already addicted to WoW, trying to break them off WoW is a bit of a fool's quest. Better to look at "who can we convert to the MMO" and "who's not happy with what WoW offers" instead.
Trouble is, there's a tonne of people offering "WoW, only better!" and not quite delivering. Also a tonne of people offering "Not WoW, we promise" and then trying to pass off an alpha as a release. Which confuses the hell out of people as to what is actually a viable entry into the feild.
In going to the hybrid 'action/rpg' model, ESO is at least a step ahead of Eve mechanically speaking. (Also a step ahead of Planetside IMO, but that's personal bias.) It has the potential to be an "easy to learn, hard to master" game, whereas EvE is more the "brutal start, but pure gravy if you can pass that" kind of game. But, as I said, I won't really *know* if it lives up to the potential until I've actually explored it. Which will take longer than the 12 hours I managed to put in last beta. (Stupid work schedule. OTOH, they were 12 consecutive hours, which is something literally no other game than Eve has pulled off from me. Even if ESO's endgame is dull as dirt, it'll still stand out in my mind for that.)
Of course, in doing *all* of that you consign yourself to being a niche game like EVE. So to succeed at that approach, have a realistic idea of what kind of numbers you're going to pull over the first year and budget accordingly. The true reason EVE is a well-known "Excpetion to the Rule" while Darkfall is just... sort of out there if you look for it, is because CCP knew what they were getting into. (Or at least, that's my theory.)
Be interesting to see how Pantheon does, if it gets made, for those suffering from EQ nostalgia.