TTH has produced a conspiracy theory that Zenimax was planning to go F2P from the start - they launched big as a fleeting sub MMORPG, put out a bite-sized update every month and a half to keep the subs happy, and then decided that it was time to go to their long term, sustainable F2P model once the burst of income from the sub dropped.
For once, I agree with them.
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In normal dungeons, you can stand in the fire and live. In LFR you can stand in the fire and die.