I'd like to add, the FFXIV 2.0 news hit a lot of gaming sites, and lo and behold, as predicted the gaming sites are also questioning the subscription fee reinstatement when the game is only half finished. I'm seeing comments from all types of gamers that are saying now they're not even going to give the game a second glance because the game is going pay to play.

Word of mouth is powerful advertising and it was equally as damaging for Square. It hurt them in the past because of their follies at launch, but they can use that same word of mouth to allow a new player base to try the game again and "lock" them in for the 2.0 relaunch. By reverting back to a p2p model with a half-finished game they're pretty much reducing any chances of people coming back to the game over the next year. But again Square shot themselves in the foot with this one, as the same sites that are announcing the 2.0 relaunch are also questioning Square's (lack of) wisdom for reactivating the subscription fee for an unfinished game.

It's a very risky move for Square to take. I hope it doesn't come around to bite them in the butt later.