It is the business model that can't compete with today's games.
Many of the popular new games are free to play, but you pay to get benefits. That style doesnt mesh well with historic gameplay at first thought but im sure some brainstorming can make it work.
You get a ton more players who just want to play for free, but then you have the rich kids that will blow their whole paycheck to save time in a game.
People dont want to commit $15 to a game they may or may not like, with the free ones they can play whatever they want as much as they want.
I'm pretty stingy but I catch myself spending more than $15 a month quite often on free to play games...
As long as I dont have a monthly fee, I feel like im cheating the system and will play a game longer.
I'm sure there are ways to make it so paying gives benefits, but also doesn't make it pay to win.