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They don't want you to play a couple hours. Paying by the hour/minute would be a disincentive to play more, and would make it much easier to gradually quit. Whereas once the player agrees to the monthly fee, they feel like they have made an investment, and they should play as much as possible to get their money's worth.
There are some MMOs that are free to play--you just pay piecemeal for the good items and content.
Innoc: Where ya going? On yer cruise?
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