Was the smartest move that Turbine did with DDO. New members flooded in and they made a killing with micro-transactions. DDO is huge now (comparative to what it used to be at least).
If Bioware was to pull it off.. they'd probably get a flood of new players (and old ones returning). Probably one of the biggest turn-offs of any MMO is the monthly cost. At least seems to be the biggest gripe in all the 'boo-hoo it's an mmo' threads ... hehe