Don't be diacouraged by the F2P moniker. Today games are all becoming shades of grey between cash/sub/f2p.
Overall, the monitization feels very similar to wow.. Because you want to buy the premium monthly sub if you like the game. Just like wow, they sell vanity items in the store, but IMO the in game costume drops are better. The shop costumes are kitchy out-of-lore things like a santa outfit. As a bonus, if your interest in the game fades, you can stop paying premium and still login occasionall.. Unlike subscription requires mmos.
As a former long term hardcore wow player, i find BnS really fun. Combat is really engaging and fun, in a totally different way than wow. Endgame instances are hard in a fun way.
The storyline is a single linear arc which feels alot like diablo. It also has *tons* of voiceover and cutscenes. I skippeed most of it, but if you are into that sort of thing, its there. Reaching levelcap is quicker than wow (fastest is 10 hours played).
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