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Finally found the link to it
To be fair, it's specifically aimed at F2P design in China. But it shows you how much it can be abused (and how it's designed to be abused).
And then there is Turbine's approach
It's less, er, cuththroat, but it also mentions monetizing consumables (which is bad)
Also see their top selling chart - almost all are consumables.
Which is my worry about main worry about LOTRO - that consumables become so important you have to buy a lot of them from the cash shop just to play normally (doing PvE quests for your level).
R.I.P. City of Heroes and my 17 characters there