Seems like a good idea, probably something Evolve should have done. I'm very much a supporter of free 2 play now when its done correctly, loving the Heroes of the Storm beta right now, which has this character rotation thing, i even put a few £ in to buy some characters.
People need to just get there head around free to play, if you played one for about 10 hours plus, surely that amount of entertainment might be worth you throwing a bit of money in to unlock some of your favourite characters permanently.
Edit:
So far ive put about £30 into hearthstone with the Naxx expansion and 15 packs on the GvG expansion was released. But i must be close to 100 hours played now, 100 hours of entertainment for £30 is a bargain.