Table-tops were free once you buy it, with MMOs the subscription helps pay for Customer Support & Maintenance but IDK, it's like milking a cash-cow. Maybe a lot more ppl would feel less pressure playing a "Buy to Play" version other than "subscription" base. There just needs to be content to sink some quality time on and willingness to come back to for better enjoyment and emersion. GW is known for Buy to Play and some FFXIV concepts are from there.
