@Dourin: Considering how striped down the F2P mode is, paying $15 for the box would be ridiculous and definitely something to complaini about. But that's not how it works. The F2P version is completely free to download and play, the retail version is knocked down to $15 for anyone who wants to pick it up and pay the subscription.
I'm mostly curious as to how this will affect the Elder Scrolls though. That game has had just as much a negative fan reaction as Old Republic did and after this news, I can't see them launching without some kind of alternative payment model.