There is an interesting line in one of those presentations: (paraphrase) "There is a hyper-competitive market for player attention, which has caused the price of a game to fall all the way to zero, but after they're in your [end]game you are a monopolistic provider of the game content, so you can charge any profit-maximizing price."

This is a slightly more nuanced take than mine, which is that F2P games are what gamers have been voting for for years with their wallets, by stealing everything that wasn't nailed down and most of the stuff that was.