Free2Play games caught up with retail games already, there is no difference in quality or game fun anymore, games like BF Heroes and BF Play4Free made sure of that, and now all companies copy their model, Valve among them, Ubisoft as well, Crytek as well
2 years from now you'll realise that the market shifted, people pay differently. What used to be a physical product you buy and "own" (which you don't btw, you don't own your retail game) is now more split up, allowing customers to pay for what they want. Kind of like
customize your experience which is a better describing words than F2P. World of Tanks is a very good example.
1-2 years from now, everyone will long gone have stopped looking at what business model a game has, and only care about what matters: if it's fun or not. Washing off the old bad-quality taste of "free" is hard, but we're getting there
I would never buy such a game like Heroes & Generals, but I can sure try it for free, and if they manage to catch me, I dont mind paying for guns or equipment or whatever they designed it to be.