Damn this PR guy has balls

[Fretty]

It might make it last years but how does the company profit from that? The free to play model is really interesting to me.

I think they'd add expansion packs that have small costs attached to them, that's one way.
Also, if they create a game that lasts that long, the company gains a good reputation from it for making a quality product (because if it didn't have quality, it wouldn't last that long), and therefor stands to receive great anticipation for their next launch of a game (almost ensuring the initial sales of said game will be great, despite the quality it offers).