You're kinda missing the point though. They're only out $60 if they don't like the game. Everybody I've seen act hesitant in buying aren't worried about commitment or "social inertia" they're worried if they'll have fun with the game mechanics or not. The caveat here is that, since there's no subscription fee, if the game itself is not enjoyable to them, just like with any single-player console or PC game, they can just return it for a refund. That's the importance of the box price. I could probably return a boxed copy of Wow for a full refund as well, depending on the retailer, I'd just never get back the money I paid for the right to access the server.
I simply cannot imagine any other product or industry in the world where the customers fully expect to be able to try out the product before they pay anything for it... with the singular exception of clothes, but that's because clothes need to fit.