Actually it is more profitable for online games to have micro transactions than a subscription based model.
But what SWTOR has done is something all games should start out with. I find it odd that we can get demos on most games, a teaser.. if they are single player off line, but when it comes to online games we have to buy the game to try it. I for one would never ever buy Secret World based on reviews, because I simply do not understand what the hell the game is about. Now I knew what Star Wars was about so I took the plunge, but Secret World.. no way. I will wait to when it goes F2P in a few months.
SWTOR as it stands now is great, very balanced and has a lot of content. It could be harder, but as all online games they cater to the 10 year old snot nose. The problem with games like SWTOR and WOW, is that the "hard core gamer" plays it to the max, finishes the game and by that time a new game comes out. For SWTOR it was Diablo and then Secret World and soon Guild Wars 2. These new games hit all online games hard since people flok to find the "new great game" and rarely, if at all, do they find it. Which means a lot return to their old hunting grounds. I for one, dumped SWTOR for a month because of Diablo 3. Now Diablo 3 was an utter disappointment and I would never have bought it, if I had known I would have to repeat the game 3 times to max out my character.
For now I will keep playing Star Wars since there is nothing out there that seems interesting at all, but I fully understand with each new game coming, SWTOR will loose people, as will all other online games including WoW, Secret World and so on. I mean Diablo 3 "logins" have totally dropped off a cliff.