Goblinworks' CEO Ryan Dancy recently guested on the DM Fiat podcast. The Pathfinder Online producer had plenty to say about the tabletop RPG that's invading the MMO space, including nuggets about Pathfinder's extensive guild/settlement system, the River Kingdoms and expanding beyond them, and player-generated content.
Dancey says that Goblinworks would like for players to create their own PvE content modules and sell them to others, likely via some sort of app store format. He also mentions Pathfinder's archetype system and its numerous advantages over traditional class mechanics. Head to DM Fiat to listen to the podcast.