Yes, you heard that right. "LOTRO will introduce Turbine's innovative new pricing model that allows players to download the game and play for free, purchase expansions, quest packs, items, and account services a la carte from the new LOTRO Store, or join the VIP program to get unlimited access to all of the game's content for one low price."
The news gets even better, as the offer is not restricted to Turbine players. The update will launch this fall across North America and Europe -- Codemasters will also be adopting the pricing structure.
The beta program for the new free-to-play model will launch June 16th, and anyone interested in participating can sign up on the LotRO site.
[Update] The Loyalty Rewards Program has been updated to reflect the upcoming free-to-play model.
[Update 2] We've caught up with Turbine and scored an interview with them, answering many of your burning questions!