DDO.com, and utilize the new DDO Store in-game to purchase a variety of items and whatnot for their characters.
The free-to-play game will also offer paid accounts (wait, what?) known as DDO VIPs, which unlock a host of features compared to the somewhat-robust feature set available to more frugal gamers. The fine folks at Massively were able to take a screenshot showing off what the differences are, and you can check that out right here. So while the cheapskate gamers get a surprising amount of content, you're really going to have to pony up for the full experience.