Any company that has a product built on recurring payments will always tend towards becoming predatory in the money they need to extract because #1 they need to have pinch points to ensure they get money at regular, predictable intervals since they're a business and #2 because there is absolutely no reason for them not to turn the dial up on the micro-transactions -- up and up -- slowly until the profit gained is cancelled out by the quitting players.
With out going completely "It's about ethics in games journalism", since when does Wired care about the games industry's shitty practices?