Actually, it's not just CBS that would be concerned.
STO funds 3, possibly 4 companies; CBS (license); Paramount (Licensing, only a possibly), Cryptic and Atari.
And there's also the C-Store. Bear in mind, too, that C-Store purchases require essentially nil power consumption or running costs compared to subscriber activity of being in-game, so actually the % of revenue is higher for C-Store purchases.
Also bear in mind everything is in the client, whenever you purchase something you're merely doing a transfer on the server to say you now own it which in turn modifies the settings in your client to allow you to use it.
You make the very valid point that the C-Store generates revenue for the game. And this game's C-Store, I'm only going to guess, generates a bit more revenue than the Champions C-Store.
On one hand, the game going F2P is a valid concern. But on the other hand it's kind of not. The way they did F2P with Champions really really limits what you can do in the game. It's pretty much just an extended trial. I didn't find it fun. I could be playing that game for free right now. And I don't.
I don't really see F2P having any actual impact on this game if they implement it in a similar fashion. Since it's the same company I assume if they do ever implement it, it would have to be in a similar fashion?
Anyways, I'm not all that worried about F2P for this game. Not after experiencing it in their other game.
Lifetime sub sale? Sounds like a good idea. Hope they bring it back. The way weeklies work in this game ... and the potential the Foundry has ... I'm much much more interested in such a subscription plan than I ever have been before.