A lot of games do that. WoW has that feature up to a certain level as well just with some limitations. Hopefully it brings more people in as it definitely needs it.
I hear ya. I'm very new to MMO's and don't know which one would benefit them the most though. Only reason i started DCUO was it was F2P and you only had to spend money to buy the cool stuff, DLC's and whatnot. It seems to have worked for them. Don't know how i feel about only getting up to lvl 15 though, endgame is what it's about imo.