I wholeheartedly agree with this. Add an expiration date on the "box" (I dunno what you call it in modern times):
"Online-only: This game will be playable until 2028-06-30"
This forces the publisher to put their money where their mouth is. If the game is successful, like WoW, by all means extend the time it's playable for. If it 'flops', you're on the hook to support it for 3 years, since you shouldn't be putting out made-to-fail slop.
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