The initial subscription is an easy sale because it gets bundled into the purchase, but the shimmer appears to wear off and consumers do not seem to be motivated to carry the service beyond an initial term.

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The new services will be available on nearly all 2010 Ford, Lincoln and Mercury models with no initial monthly subscription fees, thanks to three years of service included with a new vehicle purchase.

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Unlike a subscription model, F2P players have no initial buy-in to keep them playing, no nagging guilt over not making use of that monthly fee.

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