This is why it was important for Square to keep gamers' good will all the way to 2.0. With the introduction of the subscription model and mounts that are essentially designed to grab more players that good will has been ruined. Square needs players to talk about improvements in the game building up to 2.0 - it's marketing and the few subscriptions to the game shouldn't substantially affect the development of 2.0 if they want it to be a success.