More Pirates, but different

Tobold and others have pointed out that Disney's Pirates of the Caribbean MMO is out today. This is an interesting form of in-game advertising, in that the game itself is an advertisement. Like Stargate Worlds, I'm not sure whether the brand can support a game. On the other hand, if the game itself is good enough, the game could be self-sustaining, and thus drive additional products. I am personally attracted to this model because I hate the monthly fee model (or more precisely, I hate paying for things). I suspect, however, that the annoyance of other models would make me happy to pay a fee instead.