I'm also very reluctant about GW2 because it just seems like another WoW-like MMO. Sure, unique in some aspects, but it's still a fantasy MMO. Give me a TF2 MMO, or at least a MMO that has the same art theme as TF2 and then you'll see me pissing myself in excitement.
GW2 does stray away from the WoW formula, how well you do in WoW is all about how well you min-max your gear, and how well you pull off your rotation. GW2 combat seems more dynamic and tends to reward the better players, in WoW i played a rogue, in PvP you would always see the same cookie-cutter noskill frost-mages or paladins wreck your shit regardless of what you do, GW2 kind of negates that by making all professions to be equal in potential against each other, classes shouldn't counter each other, skill should just shut your opponent down.
also, GW2 encourages people to try new builds, if you wanted to be taken seriously in WoW, you would have to conform to one out of two builds, or else people would not take you seriously in PvP or in raids, even if you did well in the end.
i would def say GW2 presents more innovations, rather than gimmicks. from someone who played WoW for about two years, i'm pretty psyched to what arena.net is doing with GW2.