Flagship Studios' COO and executive producer of Mythos, Max Schaefer. He talks a little about Mythos' raison d'être as a sort of technology demo for last year's action MMO, Hellgate: London. It's taken on a life of its own since then to become the kinder, lighter action MMO, brighter and more just plain fun. In keeping with their more social goal for Mythos, there is full guild support, and they'll be adding in email, minigames, group-oriented content and, yes, an item mall. Following the lead of the Asian casual game market, Mythos is free to download, free to play, and though you may want to buy certain things to help you along the way at their item mall (though nothing overpowering -- you won't find the best swords or armor at the item mall), you will be able to see and do everything without paying a penny.
Schaefer calls this new philosophy "Triple-A casual" -- top flight production values using the latest tech, but keeping development time short and focusing on the fun. We've been hearing a lot about Mythos lately; here's hoping they start their open beta soon so that we can all play.