As for the F2P, I think Bioware/EA's model is a little too restrictive. I do believe people will play for the story quests, but you need to level up to get through them, and that involves some of the less desirable general filler quests. I think their money maker is creating new story quest missions and adding those at level 50 as a microtransaction. Things like limiting access to their AH is just to protect the economy, but some of the other limitations don't feel like things that will push free players to spend money.
Summary: It seems like they want to make people pay for convenience and endgame. Making people pay to have a game at modern MMO convenience standards will just annoy your new userbase. Making people pay for endgame when everybody quit because the endgame was lacking is just not a good idea. Make new story missions and charge for those. Charge for new companions with story missions for them.