Actually, given that SE designed the game and many of the lackluster systems it uses, they could directly 'help him there.' Besides, if people don't start wanting to play, then the game is going to die. ... Then again, with ToR and BLizzards next MMO on the horizon, it might just be to late anyways. SE might be able to recover their sunk costs, I guess... but I have a hard time seeing this becoming profitable. =(