The british price isnt lidsted in this chart? I though it was under UK/GBP.
I say resonable comparing it to the costs of world of warcraft, city of heroes, and phantasy star universe. They are each either 9.99 a month or 14.99 a month on average, but do not offer discounts for buying additional months in advance.
Free WOULD be better, in some respects. I had been hoping they would go for the one time fee of buying the game, with the strategy of bringing in more customers and interest in the toys. Because people will be paying for this, we can probably expect continued updates to the game with new content, as well as servers and moderators to help keep it kid freindly.