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You want to know why companies are pushing F2P so hard? It's not that the F2P model is superior - for the customer. It's so taht they can combine a subscription model with the F2P, but give players the illusion that they have options. Sure, you have options -technically- because you don't have to play all the content offered. In fact, you have even more options after you fork over the monthly subscription; like PAYING EVEN MORE to unlock content.
Here's some truth about SOE, and the other big companies; they're in it to MAKE MONEY, AS MUCH AS THEY CAN, AT THE LOWEST COST TO THEM THAT THEY CAN. So, here's the whole reason why they're so heavily shoving F2P down our throats. Once all games adapt to the business model, only then will you see the true nature of the beast. Take a moment and play some games like Perfect World (or the plethora of other Asian junk). Try to level up past 15 or 20 without paying a dime, then watch and see how many options you have for enjoying that game. That doesn't even get into the worse part about those games; their world is absolutely dull and lifeless.
You think SWTOR was lifeless, wait until you get a load of the next-generation of F2P MMORPG's. But, go ahead and allow the viral marketing (paid for forum posts, game site articles, and blog posts/comments) to engineer your thinking that F2P somehow brings more value to the player than a subscription model. They're salvating at the fact that they'll ultimately get people to fully accept F2P models, and yet, maintain a form of subscription on top of it knowing that people will eventually accept the double dip business model as 'superior'.
Also, enjoy the time when you'll only truly ever be able to compete in future MMORPG's after you bought the $100 swords and $150 armor from the item shop; because F2P brings so much more value and options than subscriptions.