So, here is the thing, the game is not going to be pay to win. They don't want that, but they are going to reward those individuals that help start the game by allowing them to be the first sets of nobility. The nobility don't have to work for their current status, but if they want to be able to be kings, dukes, or counts in the next life, they have to participate in the stories. This is much harder to do when you know that even one death in the game = permadeath.
So it isn't pay to win, anyone can take everything you have and make it their own, after all out of the 100k players per server that SBS intends to have, less than 5k settlements will be available, meaning that only 5% of the population will have any form of control over anyone else. The other 95% are more than capable of removing those aristocrats and nobility from their positions if they don't like them.
Our job now is to lay the foundations of the culture in game. We could see a lot of griefing against nobility, but if the nobility are playing a vital role that the community enjoys, others will protect them.