Free to play doesn't necessarily mean pay to win. In The Secret World, everything in the shop is either purely cosmetic, a temporary bonus to exp or movement speed, or new content unlocks.
I know a LOT of people that invested tons of gil in their mog house; who wore gear not for effect but for its look; and perhaps more than anything else, who groaned about running all over the world to do Rise of the Zilart missions.
I think that, if Square Enix were to offer a free to play option in which all the shop's items were either cosmetic, convenient, or content, but would NOT alter chances for success in battle (and maybe crafting) content, then I think it would be very successful.

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