“The MMO market is very dynamic and we need to be dynamic as well,” he says. “Unless people are happy with what they have, they are constantly demanding updates, new modes and situations. So we are looking at free-to-play but I can’t tell you in much detail. We have to be flexible and adapt to what is going on.” (emphasis mine)
Or you could make a decent MMO to compete in the MMO market space.
That said, SW:TOR will be the first F2P game featuring the ‘4th pillar’, so they have that going for them I guess. And its going to be tough for future companies to compete in the F2P space now, what with the entry price being $300m. EAWare; raising the bar!