I had been ignoring it for about a year I guess, only paying attention during the time they were discussing the Siembieda trademark lawsuit (used to play a lot of Palladium Books paper RPGs back in the day).
Then over the past weekend, I guess it was, I saw the We're not in Azeroth anymore commercial. Decided to go look at their website.
It is funny how much the UI looks like the WoW UI, but then again - the WoW UI was not exactly original. I think the graphics are light years ahead of the WoW graphics... but still, it was not really enough for me to give it any kind of look.
Then I saw the Ascended Class System:
http://www.youtube.com/watch?v=VtL8_TkpGtE
And compared to the dumbing down of trees and classes in WoW, yes this, definitely grabbed my attention.
Doubt I will get in, but I registered at the site for their next beta segment.