Sorry, but having lived through the initial FTP mania I can tell you that the driver was the whiners who had time but no money - so they had time to make a lot of noise - and drove a lot of companies to make the messy FTP transition (and it usually was messy) and add loot boxes and other crap to their games to support it.
The real driver for a lot of it initially was trying to keep up with WoW eating all the subs and no one else having enough to really be profitable (at least not in the way their backers wished).
Now, I will agree that it works, but you get for the most part crap in return. If your expected retention is 1-2 months then you don't need a lot of content or good background or single sharded persistent universes on a large scale because no one will ever see it. That is also also fine if that is the game you want to play. If however you believe you are creating a game where your revenue earners will play for significant lengths of time then the subscription model is the way to go. You may augment it with some cosmetic BS that people who wish to pay for it can get but for the most part your revenue is subs. As it also matches your cost model it does make the financial planning a lot easier and more transparent. Of course someone may hate it at that point as they can't play games with the money as easily but that is another story!