Free to Play is the online gamers equivalent to a drug dealer passing free samples to get a mark hooked. Once the mark likes his new drug he will begin to pay for that which was first offered free just to taste. Some will try it and not like it, others will only have a passing interest before something else wonders by, but for a certain segment of the population, 'gentlemen start your engines' seems to capture the moment even if it isn't a male behind the keyboard
.
On the idea that f2p = p2w, every game ever designed is a p2w. You either pay with time or your wallet, some games are just more upfront about the situation.
The current f2p system has 2 versions I have noticed,
#1: a sub based game converting to a 'free' model where you get to try out say the first 20% or so of the game as a teaser with a store model to unlock features/content that would be included in the sub if you payed it. Turbine's Dungeons and Dragons Online was the first to try this model, and later their Lord of the Rings Online went this way as well as DDO tripled its revenues after going f2p. LOTRO had greater success when it converted, and both I think are still the best sub/f2p system as turbine allows you to unlock EVERYTHING by way of in game earned Turbine Points (the store currency). It would just take you years to do so, which is why you whip out that credit card to buy TP to unlock content/goodies. Star Wars The Old Republic will try this version, however from what I have read so far, TORs attempt to f2p is nothing more than a desperate attempt to get some money before the horse dies and recoop some of that 200 million development cost. It might work, but I doubt it as the end game i'm told still stinks like a wet wookie, and they arn't investing any money to change that until f2p proves popular enough to justify additional expenditures.
#2: A game designed from the ground up to be a store unlock based game. Some are browser based even, tend tward simple graphics (MWO and a few others are exceptions to this rule, but there are hundreds of little cheap money suck browser games out there) and a more pvp system to keep AI development costs down. MWO looks like it is graphics wise the top dog in this type of f2p game, but I suspect most of us will shell out considerable dough in the store, not so much for any true advantage, but those goodies like expanded mechbay slots, paint schemes for our mechs for example.