Advertising? Who wants to see a Pizza Hut ad when you are in an in-game town, in a game that is fantasy themed. Kinda kills the atmosphere if you ask me.

And I think the pay for-DLC route is ok, it just hasn't been done well yet. SE has actually been doing this in FFXI, although it hasnt stopped them from charging a monthly fee too. And most other pay for content MMOs that I have played sucked hard. Sure, you don't have to pay, but guilds that are into raiding and endgame content sure as hell don't want you around. You will be stuck killing "Goblin mob X" over and over until you burn the game in a fire. Because all the people that are shelling out likely double what a subscription fee would be every month to get all the top gear and access all the best content wont give you the time of day.

Everyone should have expected this... hopefully, I expect the fee to be arounf 7 - 10 dollars, hopefully. They can also make money with DLC and premium items as usual.

off wish list you go.
i am not buying it.

Who honestly thought the game wouldn't have a monthly charge and who just wants to say lawl off my list?

i'm not getting anywhere near this game, and i'll be first to get FF13.

DC online doesnt have it.

and many mmrpg are either transactions or expansion based.

so probably some of us needed confirmation.

I know other MMO's exist that have monthly subscription fees but instead of looking into every other MMO to see which ones don't have monthly subscription fees, there's only one you need to look at: FFXI.

True, the fact that FFXI has subscription fees doesn't automatically mean FFIV will, but it's a pretty safe assumption to make.  There just really wasn't a good reason to think it wouldn't.

definently not buying

I won't buy it just because of it...

Buying.  Content will be amazing.

If 360 gets this, either there will be an add'l charge on top of  the XBL online gameplay charge, or MS will have to pay SE what the customer would have paid SE (unlikely!).