You mean, people don't sub to these MMOs expecting to only play for a few months, and then unsub to wait for the next content if they beat it fast enough? Is that a crazy idea? 'cause that's how I intended to play the game. Play it until I either get bored/have completed all the content relevant to my personal preferences, then unsub. Keep an eye out for content patches, expansions, etc, then resub when the game interests me again.

The way some people talk, it sounds like an MMO, if it has a sub, is something you should be subbed to and play for the entire life of the game until the servers shut down. I don't think even the developers are expecting that of anybody.