Lifetime game subscription – Is it worth it?

Recently, I’ve been playing the Star Trek Online open beta. During this time they announced the availability of 12 month subscriptions and “lifetime subscriptions”. I understand why they do this from a business perspective, after all developing an MMO costs a lot of money and if you can recoup $240 a person now instead of 18 months down the line, all the better. But what about from the player’s point...