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.
Its fun so far to me, but I haven't gotten to the point where they start fucking you for cash. I definitely won't be spending any money on it.