What if it was B2P, along the lines of some of the old FPS/RTS/TPS titles or things like GW/etc...where you bought the client, and that got you some initial stuff. Not talking a huge investment here, not talking current box prices or the like - just some initial buy in cost.
Then from there, what if they sold things along the lines of what you see in games like MWO/WoT/etc...and things like that, eh?
Perhaps they were to sell various map packs or gametype packs - various collections.
Various other things, along those lines...but where the focus was mainly on trying to balance the PvP and so forth?
Something that had some casual skirmish pew pew action, had different Arenas with a leaderboard, had Campaign play that was tracked over a period of time via different scenario play, and well...various bells and whistles.
Would it be something that could stand on its own...create a profit...and be a source of revenue for Cryptic/PWE?
Or would it fall flat on its face and be the kind of colossal mess that cost jobs?