1: Exploration. The world is pretty large, and there's tons of blips all over the place to do this, find that, explore this. It even emphasizes exploring crazy things like climbing buildings and stuff and you have to figure out how. It's neat.
2: Rather fun PvE content. Things always seem to be happening.
3: Easy to level (in fact, crafting alone will blast you through levels like nothing, and basically anything you do gives exp, like PvP)
4: Decent amount of content with seemingly dedicated updates
5: Looks pretty gorgeous
6: Buy to play is a sexy model, though it's essentially free 2 play but with a fee...since it has a full-blown cash shop that withholds content till you pay for it, like any other free 2 play MMO. Not a huge fan of that idea.
on the flip side
1: Combat is incredibly lacking. It feels weak and honestly half the time you'll be using your skills, hammering the button and wondering if it did anything. Skills have no impact. It all feels just really loose and boring.
2: Thanks to #1, pvp feels crappy. There's a world vs world vs world mode where servers basically fight eachother for a huge map. Sweet idea, but the combat just doesn't support it at all...and it tends to just be higher population servers maim lower ones. It can be fun though, I remember going with a massive group and just driving down the map dominating it while the other two servers fought on the opposite side.
3: The competitive PvP mode has pre-set gear. Which seems like a cool idea, but all it really shows is how shallow character builds are. PvP doesn't feel meaty or fun, it's more a variation of rock, paper, scissors of if your team has classes that can beat the enemy team better. Though some strategy/skill comes into play, if you're on a team with a bunch of monkeys you'll probably lose. Also it DOES let you choose between different PvP gear items, but still the variation just screams 'shallow'.
Overall most of my complaints are towards shallow character building, as well as a supreme lack of satisfying PvP.
The game looks great, and exploring is fun as hell. Character creation is good.
If you like PvE content, this is probably a game for you. Quests and the world are quite interesting and it's fun to explore every inch of the world, and be rewarded for it.
If you like PvP content, skip this title. It provides 0 PvP fun.