Is the game good enough to pay $50 up-front, $10/month, and suffer through ads? If they invest the extra revenue in their development, support, and network, you're getting what you pay for. If they're squeezing loyal customers for extra profit and offering nothing in return, it's a price hike. If it's too much to pay, find something else to do with your time and money. People always gripe about price increases, but if they're willing to pay more the product was under-priced.