I've seen some reviews and I've been asking some new players about game and they all say it is VERY expensive when compared to other games.
Imho game is missing discounts for non-EUR/non-USD zone members- for me those 10 EUR is about 10x more valuable when You consider "money purchasing power" (EUR exchange rate, average payment in numbers, essential products costs). Just take a look who is paying for the game- in most cases rich kids/people from western EU.
I don't think there will be a change in this until people paying 150EUR/month are gone and those who are paying that much are already in the trap "I have paid so much to develop my character I won't abandon it now."
Edit: Healthy F2P system should allow achieving some kind of competitiveness vs paying players at the cost of hard work. Right now with HEAVY farming You can afford to purchase boutique hammers to stay in pair with paying players along with slow upgrade process of runes... but those things like extra stats, rubbies are simply out of reach. I would focus on fixing that 1st. Simple solution imho would be removal of boutique hammers and lowering prices in boutique.