I've had concerns with the business model from the start...
First of all having to pay 25$ or something around there is insane, because its just common knowledge that people in video games die a lot! Video games are supposed to last years and be cherished, but if your constantly thinking "will my parents pay for my next spark incase someone could dey Bray's me?" Or "Is it really worth it having to pay over and over just to always be perma-deathed by 9-year olds who have no sense of chivalry". And no, I'm not saying put an age limit, I'm saying change the business model slightly to support the fact that could dey Bray is going to become the standard action after death, to absolutely make sure that a kingdom is decimated, destroy all of its members permanently.
I do understand this may impact the financial income, so if you change the business model to either cheaper sparks, then you can raise up the starting package price with the promise of " only a 15.99" fee per spark, etc. I know it sounds bad, but wouldnt it be better to mae a game where people don't have to worry about scrounging up cash to pay and continue playing, and instead focus on the game itself? I'm not saying total demolition of a payperspark system, just a cheaper one. I'm estimating 35% of the population globally in COE won't pay for their next spark, meaning that 35% of the population might just.... Cease to exist once the "First Generation" of men and women die.
Essentially: Lower cost of sparks BUT raise price of pledge to COVER cost (many people haven't purchased a pledge until it nears release) will increase the chance of more users wanting to pay to get a second life which in turn assures an good possibility of a third life etc.
Secondly, I fear its turning into Pay To Win... Why are you letting people buy in-game items using cash before release, and will the mounts provide a better start for them? If that horsemlets them travel faster, you've become pay to win.