From Gamasutra: 
 
 "You can imagine that given the fact that we have a lower initial investment than some of our competitors talk about... we don't need the kind of subscriber levels that people throw around, like a million subscribers, to make a lot of money on this title. If we get anywhere near that level, we'll be making a lot of money."
 
Sure, they're not competing against WoW, but they will be competing against TOR. I think its nice THQ is already setting more realistic expectations for the project and not over promising, which says a lot the transition going on in the MMO genre as a whole, but I'm also worried they may not reach for the stars and do everything they'll need to in order to not only get their initial subscriber base, but keep them around for years like WoW has.

Personally, I'm glad they are taking this "we're not making a WoW killer" stance.  It means they can set realistic goals, execute them, and make me a happy muthafucker.

I just hope they polish it well! I don't need an MMO as large as WoW is, I just want a polished one!
My biggest gripe with WH Online was that the polish of that game was non-existent. It being called a WoW-killer didn't help either since they had so little to offer.

"...because we're charging $500 per month."

Unlike popular belief you don't need to earn 50-100+ million dollars a month for a MMO to earn money. 300k users for lets say 2 years would earn them around 93 million dollars(before expenses like server costs etc.) and I'm not even counting people buying the actual game.

Dude look at that trailer. I want it noooooooooow.

Dude. I'm so pumped for this. 2012 can't come sooner.

The only problem I have with it is I don't know what I'll want to play as first!  Judging from the trailer, I think you can at least play as space marines, imperial guard, chaos marines, heretics, and orks.  Throw in Tau and Eldar player characters and we'll be ready to roll!

it could be awesome, unless it gets Crypticed up the wazoo and becomes a heavily instanced piece of crap with severe lag.

Oh yeah, and I know at least one of the marines it showed being played was a black templar, it would be great if they differentiate between the different types of marines, i.e. codex chapters, black templars, space wolves, what have you.  lol, if that happens, then I'm definitely starting with the space wolves.  Genetically engineered viking werewolf spacemen ftw!