I saw news of this recently too and it was definitely intriguing. I'm not enough of a gamer these days to really dive into it and get my money's worth, but I genuinely like that they are trying new things, taking risks. Some of the comments I saw expressed concern at not getting your money's worth when you can't replay a game later, and having replayed some awesome, classic games years later (Deux Ex, Half Life, etc.) I definitely see the value in that argument. However for multiplayer games, although there have been some notable resurgences (or just games that refused to ever die, e.g. Quake III I think), in general one cannot count on having anyone to play with years later, so the "getting my money's worth" argument is a bit less applicable to a multiplayer-only experience I think.
Anyway, like I said I'm happy to see devs taking risks like this. They are, I think, basing some of this on well-known psychological phenomenon, scarcity and people's reaction to it for example, which may well heighten the enjoyment by those who are able to buy-in and really embrace it in the moment. I will be curious to see how it works out.