EVE Online also had the game as B2P on Steam years before adopting a 'free2play' with sub option.
Point is, it can be done. Square is choosing not to.
Furthermore, they did a piss-poor job informing us. I sign in and immediately think something happened to my payment options, because the warning is a generic message. I had zero clue this was going on. No emails. No banners (the scrolling ones on the launcher).