Free-to-play is still a bad word these days with a lot of gamers. But it doesn't have to be. Titles like Path of Exile have shown that providing a model where most of the content is free, but the cosmetic upgrades are paid, can facilitate an environment that not only respects their players, but influences them to want to spend money.
Lying somewhere in-between is Wargaming, one of the biggest F2P publishers out right now. Their newest game, World of Warplanes, is mostly a great example of how to do free-to-play right -- it just needs to fix a few other things first.