With three letters, you can get most gamers' attention: MMO.
More like you can get every game producer's attention, wondering how he can get a piece of that revenue.
Is even that true anymore? Seems like that was at least 5 years ago when everyone was sure that someone could make the next WOW. And THAT was long after it should have been clear that trying to make "The next (insert popular game here)" was a really good way to utterly and totally fail to make a good game or much money, WOW or other title.
Invest time and energy into being creative, or at least buy people who do, and then invest heavily into marketing it. If you want a formula for success, that seems like it. If you think you've found a shorter path, why not claim it will make consumers lose weight, grow a bigger penis, and earn money from home too?
To be fair, firefall is CLEARLY at least doing the marketing part.