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For the company in question, I don't believe for a second that free to play isn't a viable option whilst companies like G-Potato started on Free-to-Play.
Total BS response tbh.. What LucasArts wanted to do was wash their hands of a mess they predominately created. SWG was an awesome game before they started getting false delusions of Warcraft grandeur.
Well thats sad. I wish they never did the NGE (I think thats what it was called) and if they didn't I bet you that SWG would be as popular as it used to be...but oh well. Hopefully the new KOTOR will be just as good.
Free-to-Play is a very viable option, Guild Wars (and the upcoming Guild Wars 2) are proof of this. I see it particularly sneaky that SW:G is getting shut down just as there's a new Star Wars MMO coming out, way to send a message...