but £50?!
Think about it, compare that to all other MMOs:
One off £50 payment, play whenever you want forever, go afk for a year? nps just reinstall and play, no messing with money, no worrying about cancelling sub when you dont want to play etc.
Other MMOs:
Pay £30 for the game then £5-10 per month thereafter, within a matter of 3 months you've paid more for one of those than guild wars 2 (or 5-10 months if it's a free game with sub only)
There it is in black and white for you

Excluding FPS games and RTSs.