Check out the interview on the factor-tech blog:

Beyond the standard gamer: Episodic storytelling for women

“We really love that we can deliver so much content and see ourselves as a service and this only works with free to play,” says Nussbaum. “I think it’s kind of a trend that you see everywhere. People want to consume music for free, people want to consume TV for free. People want to consume games for free. Personally I would say maybe it’s not right, but that’s how it is. We are happy that we can pay our salaries and grow the company with a business model that we choose, and on the plus side we get so much good feedback from the players that really motivates us to continue [doing] what we do. We get a lot of letters, postcards and people sending us gifts. I don’t see it as critical as you could see it.”