I am well aware of their financials, but cash shop games are actually more tightly bound to concurrents (logins) than subscription games. Subs can be parked en masse (see: PandaQuest®) and still bill as revenue, but you pretty much have to play actively to spend at the cash shop. So they need those numbers up, especially as the initial binge of account-wides and unlocks gives way to a leaner diet of consumable boosts, passes and mount-of-the-month.
well if you look at Torstatus since it has gone F2P the server pop is UP. Normally after the launch of F2P the biggest increase is at the launch. So far it has steadly gone up even between patches. it will be interesting to see how long this trend continues.
I think its because this game really does cater to casual gamers as if you only play an hour or two a week then it will take you a long time to get to 50 and with all the different class storylines its very appealing to casuals. They get a lot of bang for their buck.