Free games are nothing new, but high quality free games are. Usually it's some tat like FarmVille that looks cheap and the gameplay is ridiculously basic. While there are some fairly minor restrictions, SWTOR allows free-to-play players to play the entire game. All the way to level 50, the highest level in the game so far. They are literally giving their product away for free.
The seed of this game came from the fact that the Kyoto protocol recently expired with nothing to replace it. Basically CO2 emissions are going up and up and collectively not much is happening to bring them down. We'd like to think that reality works the way we'd imagine it should but it doesn't always.