I like Subscription fees for the reason you stated Force. I pay for it, I get everything I expected and I'm not thinking about buying more stuff in game.
I think some people actually think Free to Play is cheaper. I imagine people are spending a $1 here and there and think no big deal. Before they know it they've spent $20 in a month. When WoW is only $13-$15, and they are always updating.
As far as SWTOR, it got annoying gearing up the sidekicks.
Yes, I got that, but the games need to have more depth as well. As it stands they are missing some big titles. However, I did read an article that Tim Cook was seen entering Valve, so maybe Steam will be updated for it.