I don't know if I agree with that, a 5 million person subscription base is pretty massive, and they're probably making a hefty profit.
I guess the logical next step if it drops low enough is to offer a free to play model, and generate revenue through micro transactions.
The benefits would be that they would get a flood of new users, and out of those people would want to buy the advantages that the subscribers have eventually.
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Look on my Works, ye Mighty, and despair!
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