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MMO companies are taking a huge gamble; and enduring significant losses. All in the hopes that P2W becomes increasingly accepted every day. MMO companies don't mind losing a generation (the anti-P2W crowd of UO, EQ, etc) as long as the incoming generation accepts P2W as the norm. The result is you will be paying a lot more for less entertainment.
MMOs are engineered, it seems, to last a few months. They want you to spend as much P2W money as possible in that time frame.
Luckily, i don't need you to like me to enjoy video games. -nariusseldon.
In F2P I think it's more a case of the game's trying to play the player's. -laserit