The Free-To-Play Movement
Recently, big name MMO games like City of Heroes / Villains, Age of Conan: Hyborian Adventures and even World of Warcraft have gone free-to-play. This movement means that these games switched from their monthly subscriptions to either an item mall or membership format where you need to pay for game access. Without adding anything to their games, these companies still found a way to increase both interest in their games and player count within those games. This shift in format, to some, is revolutionary; I see it as logical.