This system encourages role-playing versus roll-playing.
I agree with most of what you said - especially about the system being friendly to new/casual gamers - but this statement is just so absurd I had to point it out. If it takes a system of rolling dice to get you to put role before roll, well...
I don't think it's absurd, it's a matter of how much mental energy goes into managing the dice and tactical details vs how much you have left to think of something nifty to describe. You kind of have to shift mindsets because one is anal and one is freeform. One's a left brain activity, the other is a right (I forget which does which). Just MHO, but EotE requires a lot less of that shifting, partly because assembling a dice pool and rolling doesn't need much of a "math-brain", and play rarely gets bogged down in "out of story" details and record keeping.