Many free games populated by so-called freeloaders are top grossing products. Why? Because players like to enter the arena for free, and then spend hundreds of bucks in the cash shop. UO has rightly adopted a cash shop and it should aggressively add items to it.
There is no doubt UO is the most feature-rich sandbox MMORPG on the market. If they can streamline the new player experience, account stuff, and address the other problematic bottlenecks and problems,.. it will thrive.
A few EJ players I spoke to who have never before played UO are enthralled by it. While I understand some vets are burnt out or disillusioned on UO, objectively there is a lot of potential. The big question is if the team has the vision and resources to cash in on that potential. From what I've seen recently, whether it's the "never gonna happen" CC upgrade or going f2p and adding banking swiftly after our feedback, they are at least trying. Given their tiny size, I wish them good luck - I hope it UO will thrive. UO Renaissance 2.