I would refuse to pay them a life sub. I chose to play XI for over seven years, thus paying over £1000 in that time frame, plus expansions and keys and what not.
Think the company liked that more than me going "I'll give you 30 percent of that you would normally earn". After all, new shineys require a steady flow for things to go smoothly. Run out of money then you lose your game and people lose their jobs. gotta pay bills as well as staff after all.
So I'll stick with the rational method to support the company I admire.