There is no doubt that this game is very strong in terms of 1v1 competitive play. But there are a lot of SW fans interested in the narrative aspects of the game, too. As a separate matter, I've been concerned as a customer about the lifespan of this product line considering the extremely limited ship selection. I'm a proponent of this game staying OT-only but I'm also ready and willing to buy and play with more ships, both competitively and casually. In fact, I'm so excited about this game that I'd like to be spending more money on it than FFG seems able to support regarding the manufacture of plastic ships. You can see the market space on this booming with a variety of third party companies offering everything from plastic movement templates to custom-printed ship models.
I think one answer to all these issues lies is the campaign book. Talking with a friend about this over email, I came up with these basic ideas: It's the apogee of the New Order. The Alliance is on the run in the Outer Rim, trying to shore up support in systems like Mon Calamari. Meanwhile, Imperial leaders are only beginning to understand the conflict as a war rather than a police action. The book would consist of 20 or so linked missions such that the outcome of the preceding missions would affect the successive ones. This could be two-pronged. One prong could be branching narrative: If the Rebels win Mission 1, then play Mission 1A next; if the Imperials win, then play Mission 1B next. The other prong could be set-up focused: if the Rebels win Mission 8, successfully rescuing General Dodonna, then the Alliance player may use A-Wings in his lists for subsequent missions.