It's $8 a month, buying single seasons, before any rewards. If $8 a month is too cost restrictive for an individual, I'm not sure they should be playing games on the internet.
Truth is, I'd like to play for free. But I know I'd be playing against people who are playing for free. Free is real easy to toss aside and find something else. 27 cents a day isn't really much incentive but it's better than nothing.
FWIW, it's been opened up for chat many, many times. And every time it's "WifS should make less money so I can play." Businesses can't work that way.