Is our sub fee not enought

[Jandor]

If they kept the purchase price and dropped the sub fee, yes.

Whether they'd go the route of SWTOR, dropping the purchase price and sub fee, or the route of The Secret World and being B2P is anyone's guess. Either would be preferable to me over paying a sub fee and getting an increasingly F2P-esque cash shop though.

I assume they would go the Secret World route.
I agree though, this constant cash shop expansion is annoying.