me:

EA's games label boss Frank Gibeau told investors last night the 400,000 subscriber drop was the result of casual gamers declining to subscribe to the MMO after going through a "billing cycle".

"When we launched the product back in December, it was an event launch," he said. "We brought in a lot of users, and with a brand like Star Wars, it reaches out much past the hardcore MMO fan base into the broader market. "