I don't really care what business model it is, as long as i enjoy the content.
It can be Free to play, buy to play or subscripton based, as long as you don't get any advantage in the game from buying "ingame" items for real money any model is fine by me.
I think Wow is an example where they kinda stretches the limits for charging the consumers for items, services and so on... you have to buy the game, pay for a subscription, then you have to pay extra for server changes / faction change / character changes, also you can buy ingame items for real money and so on. Some of these things are optional ofc but still.
I currently playing the secret world and have lots of fun, i didn't really like GW2 but this has nothing to do with the business model, LoL for example is not my cup of tea either.