Um if they expect people to play for free then hit level 15 and then pay the regular retail price plus $15 for the first month I think they will be in for a rude awakening.
Of course there will be sales on the client in the stores, but knowing EA they probably will figure once they've got somebody hooked on the damned thing they will grab them by the ankles and shake them upside down until every last nickel falls out.
So wait, when this goes F2P-lite then you hit level 15 what then? Do you just pay for a monthly subscription or have to buy the game and pay for a montly sub? Because if it's the latter I don't see them getting too many takers. If it's the former then it makes sense to pass on this, then later just play to lvl 15, pay for 1 month after that at $15 and then go from there.
Generally, when a game does this kind of free play model, you still have to pay for the client and your game time after your free 15 levels are up.
So you won't just be paying $15 a month from that point, you will have to buy the client you were running as a trial.
On a different point - I don't look at a monthly fee as a bad thing. I pretty much make all my purchased based off of my expected play time (or collectability if I'm feeling like expanding my Steam library).
If I pay $15 dollars a month but play the game for 100 hours, I got a pretty good value out of it. I would pay $15 dollars for an 50 hour single player RPG that I won't play more than once, so why not pay for one that I will continue playing.
No. What's being discussed is the same setup as WoW's "Starter Edition" (also known as "the first hit's free"). You get the client gratis and can play all you want up to level 15. Like most freemium models there are likely to be "free player" restrictions like mail and in-game currency caps to prevent or ameliorate the proliferation of gold farmers. To advance beyond level 15 you have to buy a sub. (For WoW the only real difference is that it's level 20 instead of 15, but I don't think TOR has a level 85 [is it 85 now?] cap yet.)