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It simply means WE as a company will rob, yes ROB, you of all your hard earned cash from our in-game store (shit you must be stupid - lol some aren't) in order to keep the game alive.
However if you do decide to not buy anything from our store, we will hound you. For abit. Until we loose interest. And focus on our Paying customers. Damn we said free to play didn't we. Need to see the doctor.
Anyway yeah it's free.