I don't understand everything from there (yet), but there you go.
-- “ Any intelligent fool can make things bigger, more complex, and more violent. It takes a touch of genius – and a lot of courage – to move in the opposite direction.“ (E.F.Schumacher, Economist, Source)
The article is mostly about F2P cash shop items that drop loot using random generation. Basically you have 0.0001% chance to get something awesome for your $2. These items were ruled illegal in Japan after complaints by customers to Customer Protection Office (and a visit to court).
It's mostly meant to show that these type of items aren't needed to have a successful F2P model. It also have lots of speculation about different MMOs and their direction.