Free to play is the modern coin-op. Sure, it can ruin a game - anything can. Executed properly you'll find a mechanic of variable pricing based on a customer's

Free to play is the modern coin-op. Sure, it can ruin a game - anything can. Executed properly you'll find a mechanic of variable pricing based on a customer's interest in your product. If someone cares more, they (can) pay more. Who could ask for a better pricing model?