With Eve gone, only sub based MMOs left are FFXIV and WoW

[Zafrei]

my personal preference is B2P, with an Optional Subscription that offers goodies.

ESO has this business model, and I really like it.

ESO died a little for me when they started spending most of their cosmetic dev time on the store, it died completely for me when they released lockboxes. I prefer sub because it's piece of mind that this won't happen (excluding a few store-bought scion and event outfits).