In this third iteration of the Anarchy Online It's Alive series, I have chosen to write about a rather unusual angle of running a massively multiplayer game, namely the various business models and campaigns a live one must adapt during its lifetime. We have, perhaps, been one of the more active western companies in applying new methods of distribution, and with the free subscription offer coming into Anarchy Online today, we are continuing to break new ground. Will free subscription of parts of an MMO game become prevalent? We are about to learn more.