2 is easy

this game just doesnt work with a f2p model

to go f2p, you need ALOT of content that you can add and charge for, or alot of cosmetic crap


looking at games like ddo, you have a vast ammount of stuf that can be charged for, same with lotr

as for star trek, that game has a HUGE cosmetic factor to it, much like champions(cryptics other game, which is doing quite well on its f2p model)