Investors are not just concerned with the initial sales of SWTOR but also the long-term success of the game. The article uses the sales trend of WAR as an example. The first week's sales of WAR topped at 500,000 subscriptions, which is impressive for any MMO, yet subscriptions did not stick as customer satisfaction plummeted. If an investor is not familiar with BioWare's past successes or if he happens to view BioWare as a rookie in the MMO genre, then his wariness is clearly understandable.
Today, Mike Hickey is calling Electronic Arts a "buy," but that may change if investors continue to see EA as a risky investment.