Hi Mikael,
There is certainly room for new games if they bring something new, and having the right license will guarantee you a certain number of sales... but not continued subscriptions. I played Ultima Online when it came out, but moved on the Everquest... then to Asheron's Call, Dark Age of Camelot, back to Asheron's Call, Starwars Galaxies, Final Fantasy Online, then on to City of Heroes (with a few betas thrown in the mix). As much as I love some of the games, I have a need to try something new and will move on when the time is right. Some players stick with the same MMO for years, but not the majority of players.
I really hope that this project does work, but how can you possibly be stating the rrp and the monthly fees at this time? An MMO will take years to develop, market, and build the hype if it is to be successful. There is no possible way to guess what the charges will need to be when it's released. What I would recommend, is that you carefully word any of your correspondance regarding development of your game. Every word you say is tied to your marketing the game whether you want it to be or not. I would think that if you decided to mention the cost you are aiming for (not a good idea imo) then you should make it very clear that this is an estimate and is your goal, but that it is subject to change. Instead, you stated that the retail WILL sell for $40 and the monthly fee WILL be $10, and added that it will not be more than that. Potentially, you are setting yourself for a lot of headaches later on and possibly even legal proceedings if the future costs of running a game successfully require you to charge more than that.
My advice would be to step back from the community, think up a detailed business plan and marketing plan, then start to action it and slowly build the hype. I would love to see the project succeed, but you are not filling me or any others from what I can see here, with confidence in your companies abilities at this point. Please think carefully about the message you are sending to Lonewolf fans and do the right thing.
Arabin