The Russian branch of Allods Online
made an interesting move and opened up a subscription server for an otherwise free-to-play MMO. The catch and selling point of the server is that its players won't be able to access the cash shop at all. Every character will be on an even playing field in terms of perks and boosts. Certain quality of life items will be available for gold or as quest rewards, but no one will be able to just buy perks outright.
You can read the full FAQ here
. (If you don't read Russian, we suggest a translator.)
[We don't speak Russian, so thanks to intrepid tipster Tandarighttanon for bringing this to our attention.]